Ty Meets Happy Meal: A Furry Fresh Look
Ty 2020 – global campaign door decal
Ty 2020 – global campaign Happy Meal box visual
Ty 2020 – global campaign Happy meal box flat artwork
Ty 2020 – Embroidery visual
Ty returned as part of the 2020 global Happy Meal programme, making it one of the first campaigns to embrace the new visual identity developed by Turner Duckworth. With strict guidelines in place and only the Ty logo available for Ty branding, the challenge was to create a design that felt both fresh and instantly recognisable.
The solution was a natural one—bringing the soft, furry texture of the plush toys to the Happy Meal box and packaging. Experimenting with an embroidered-style smile was a particularly fun aspect of the design process, adding a playful touch. The final result was a truly iconic box that delivered exceptional Happy Meal branding standout.
Partner: ©2020 Ty Inc. Oak Brook, IL U.S.A.
Teen Titans Go! Creativity in Every Box
Teen Titans Go! 2022 – global key visual
Teen Titans Go! 2022 – global Happy Meal box visual
Teen Titans Go! 2022– global Happy Meal box flat artwork
Teen Titans Go! 2022 – global merchandiser unit
Teen Titans Go! 2022 – Asia Pacific merchandiser unit
The Teen Titans Go! campaign, launched in late 2022 and early 2023, was a successful rerun of a previous programme that had performed well in the US. This iteration featured eight large-format activity posters alongside a double-ended colouring pencil, with a strong emphasis on encouraging children to be creative.
Building on this strategy, I integrated the Happy Meal visual identity into the POP kit, ensuring a cohesive and engaging experience. By incorporating key characters and elements from the activity posters, I brought the design to life in a way that felt as if it had been coloured in by a child—enhancing the interactive and playful nature of the campaign.
Every element of this programme achieved strong visual standout
while remaining fully aligned with the overarching strategic vision.
while remaining fully aligned with the overarching strategic vision.
Partner: TEEN TITANS GO! and all related characters and elements © & ™ DC Comics and Warner Bros. Entertainment Inc. WB SHIELD: © & ™ WBEI. (s22)
Full Speed Ahead: Sonic 2 Hits Happy Meals!
SONIC 2 – Global 2022 – Key visual
SONIC 2 – Global 2022 – Happy Meal Box flat artwork
SONIC 2 – Global 2022 – Happy Meal Box visual
SONIC 2 – Global 2022 – Paper Toy merchandiser unit
SONIC 2 – Global 2022 – Plastic Toy merchandiser unit
SONIC 2 – UK 2022 – Flags
Sonic 2 was a major Happy Meal campaign featuring both paper and plastic toys.
The global POP toolkit was rolled out across more than 80 countries, with over 37 million paper toys and 86 million plastic toys distributed to restaurants worldwide.
The global POP toolkit was rolled out across more than 80 countries, with over 37 million paper toys and 86 million plastic toys distributed to restaurants worldwide.
My primary role was designing the global POP kit, along with market adaptations for Canada, the US, and the UK, including packaging for all toy variants. This was an exciting project to bring to life, collaborating with an exceptional partner, Paramount, who provided invaluable support throughout every stage of the process.
Partner © 2021 Paramount Pictures and Sega of America, Inc.
Scoob!/Scooby-Doo! A Mystery Unboxed
Scoob! 2020 UK – Happy Meal box flat artwork
Scoob! 2020 UK – Happy Meal box visual
Scoob! 2020 UK – External Poster B
Scoob! 2020 UK – Key visual
Scoob! 2020 UK – Merchandiser
Scooby-Doo! 2020 US – Happy Meal box flat artwork
Scooby-Doo! 2020 US – Happy Meal box visual
Scooby-Doo! 2020 US – Key visual
Scooby-Doo! 2020 Canada – Happy Meal box flat artwork
Scooby-Doo! 2020 Canada– Happy Meal box visual
The Scoob! campaign launched in the UK in 2020, and I supported the team in rolling out the UK design kit. Due to the impact of COVID-19, this was one of the few programmes where all pre-promotional elements were removed from the Happy Meal box, resulting in one of the most visually striking and iconic box designs of the time.
Following the UK launch, I adapted the Scoob! designs to align with a vector-based approach, tailoring them for the Canadian and US markets as part of their Scooby-Doo! promotion.
Partner: “Scooby-Doo” and all related indicia are trademarks and copyright of Hanna-Barbera Productions. © 2020 Warner Bros. Ent. All Rights Reserved.
SCOOBY-DOO and all related characters and elements © & ™ Hanna-Barbera. (s21).
SCOOBY-DOO and all related characters and elements © & ™ Hanna-Barbera. (s21).
Pokémon: Catch ‘Em in Every Happy Meal!
Pokémon 2020 – Happy Meal box visual
Pokémon 2020 – Happy Meal box flat artwork
Pokémon 2021 – Happy Meal box flat artwork
Pokémon 2021 – Happy Meal box visual
Pokémon 2020 – UK Merchandiser unit
Pokémon 2020 – Global Merchandiser unit
Pokémon 2021 – Global Merchandiser unit
Pokémon 20202– Global Merchandiser unit
Pokémon has long been a staple of Happy Meal, beloved by collectors of all ages. From 2020 to 2022, I designed the global POP kits, and since 2020, I have streamlined all Pokémon toy packaging, ensuring consistency through to 2024.
The 2020 campaign was among the first to launch under the new Happy Meal visual identity, introducing the now-iconic Poké Ball Happy Meal box. This was soon followed by the equally recognisable Pikachu Takeover box, a design that has been repeated due to its popularity. Our goal was to ensure that the packaging was just as collectable as the Pokémon cards inside, all while adhering to the strict brand guidelines set by The Pokémon Company and securing approvals from Japan.
Though the design itself was simple, the scale of this programme was anything but. Pokémon Happy Meal promotions have had an enormous reach, captivating both children and adult collectors alike. To put it into perspective—2021 saw over 102 million units distributed, 2022 exceeded 145 million units, and 2023 reached over 138 million units across more than 60 countries. The impact of this programme is truly remarkable, reinforcing Pokémon’s status as one of the most successful and sought-after Happy Meal campaigns.
Partner: ©2020 The Pokémon Company International. ©1995–2020 Nintendo / Creatures Inc. / GAME FREAK inc. TM, ®, and character names are trademarks of Nintendo.
©2021 Pokémon. TM, ® Nintendo.
©2022/2023 Pokémon / Nintendo / Creatures / GAME FREAK.
©2021 Pokémon. TM, ® Nintendo.
©2022/2023 Pokémon / Nintendo / Creatures / GAME FREAK.
Big Smiles with Mr. Men & Little Miss!
Mr. Men Little Miss – 2020 UK – Little Miss Sunshine Happy Meal box flat artwork
Mr. Men Little Miss – 2020 UK – Mr. Bump Happy Meal box flat artwork
Mr. Men Little Miss – 2020 UK – Mr. Tickle Happy Meal box flat artwork
Mr. Men Little Miss – 2020 UK – Little Miss Sunshine Happy Meal box visual
Mr. Men Little Miss – 2020 UK – Mr. Bump Happy Meal box visual
Mr. Men Little Miss – 2020 UK – Mr. Tickle Happy Meal box visual
Mr. Men Little Miss – 2020 UK – merchandiser unit
The Mr. Men Little Miss promotion was a key highlight of the UK calendar in early 2020,
featuring a highly collectable range of plastic character cups.
featuring a highly collectable range of plastic character cups.
My primary focus for this POP kit was to ensure a clean and simple design that stayed true to the charm of the brand.
The Happy Meal boxes were designed to be instantly recognisable, showcasing some of the most beloved characters
in a way that complemented the toy collection while maintaining strong brand identity.
The Happy Meal boxes were designed to be instantly recognisable, showcasing some of the most beloved characters
in a way that complemented the toy collection while maintaining strong brand identity.
Partner: MR. MEN™ LITTLE MISS™ © 2020 THOIP (a SANRIO Company). All rights reserved.
Miraculous & Dragon Ball Z:
Paper Fun for Super Fans!
Paper Fun for Super Fans!
Miraculous Ladybug – 2019 France – Ladybug stationary set
Miraculous Ladybug – 2019 France – Chat Noir stationary set
Miraculous Ladybug – 2019 France – Rena Rouge stationary set
Miraculous Ladybug – 2019 France – Queen Bee stationary set
Dragon Ball Z – 2020 France – Collector set 1
Dragon Ball Z – 2020 France – Collector set 2
Dragon Ball Z – 2020 France – Collector set 3
Dragon Ball Z – 2020 France – Collector set 4
In 2020, France launched exclusive paper-based programmes featuring the beloved characters from
Miraculous Ladybug and Dragon Ball Z.
Miraculous Ladybug and Dragon Ball Z.
The Miraculous Ladybug collection included mini envelopes, writing paper, pop-up greeting cards, character bio cards, and stickers—designed to encourage creativity and engagement among fans. Meanwhile, the Dragon Ball Z collector sets featured sticker scene sheets, character cards, character standees, and stickers,
bringing the iconic anime to life in a tangible way.
bringing the iconic anime to life in a tangible way.
Both campaigns proved to be highly successful, quickly becoming sought-after collector’s items, loved by fans of all ages.
Partner: Miraculous™ est une marque déposée par ZAG™ - Method™. © 2019 ZAGTOON™ - METHOD ANIMATION™ -
TOEI ANIMATION - SAMG - SK BROADBAND - AB INTERNATIONAL - DE AGOSTINI EDITORE S.p.A.
Partner: ©Bird Studio/Shueisha, Toei Animation.POGs: Bridging Generations with Collectible Classics!
POGs – France 2018 – Set 1 DC SuperHero Girls. Each toy had 10 POGs and 1 plastic token to play
POGs – France 2018 – Set 2 Justice League. Each toy had 10 POGs and 1 plastic token to play
POGs – France 2018 – Set 3 Looney Tunes. Each toy had 10 POGs and 1 plastic token to play
POGs – France 2018 – Set 4 Scooby-Doo! Each toy had 10 POGs and 1 plastic token to play
The 2019 POGs campaign in France brought back a beloved childhood classic, featuring over 200 POGs to collect. Each toy pack included one plastic POG slammer along with 10 random POGs, making every set a fun surprise.
This nostalgic revival showcased fan-favourite characters from DC Super Hero Girls, DC Justice League, Looney Tunes, and Scooby-Doo!, delivering hours of entertainment for children and collectors alike.
The programme successfully reintroduced the excitement of POGs to a new generation while sparking nostalgia for those who remembered them the first time around.
The programme successfully reintroduced the excitement of POGs to a new generation while sparking nostalgia for those who remembered them the first time around.
Ty Beanie Boos: A Wild Adventure Around the World!
Ty 2021 – global Happy Meal box flat artwork
Ty 2021 – global Happy Meal box visual
Ty 2021 – global door decal
Ty 2021 – global merchandiser unit
Ty 2021 – global embroidery continents patches
Ty 2021 – Ty logo embroidery badge
Ty 2021 – global animal badges featuring 14 full badges and simplified versions
Building on the success of Ty 2020, the Ty Beanie Boos 2021 campaign introduced a charming concept featuring two animals from each continent. Inspired by the idea of a traveller’s explorer satchel adorned with travel badges, the design brought this theme to life with embroidered-style badges celebrating the diversity of wildlife across the globe.
The campaign was a huge success, with over 82 million toys delivered to restaurants in more than 40 countries worldwide. This fun and imaginative collection not only highlighted the beauty of different continents but also added an exciting collectable element that resonated with children.
Partner: © 2021 TY INC. OAK BROOK, IL U.S.A.
Kicking Off Collectibles: Women’s World Cup x Panini!
Panini 2023 - global packaging flat artwork example
Panini 2023 - global packaging range overview including stickers booster pack
Panini 2023 – global merchandiser featuring the toys
One of the standout events of 2023 was the Women’s World Cup, and as part of this celebration, we partnered with Panini to create a dynamic range of collectable posters. The collection featured 12 posters showcasing a variety of teams and players, with over 24 million units distributed across 34 countries.
This was one of the most complex programmes I worked on, requiring careful navigation of evolving agreements between players, the client, and the licensing partner.
Despite these challenges, the final posters—alongside the vibrant Panini stickers—were bold, colourful, and engaging, inspiring a new generation of fans to connect with both the sport and the brands.
Despite these challenges, the final posters—alongside the vibrant Panini stickers—were bold, colourful, and engaging, inspiring a new generation of fans to connect with both the sport and the brands.
Partner: Manufactured under License by Panini S.p.A.
© Panini S.p.A. All Rights Reserved
Mario Kart: The race is on!
Mario Kart – 2022 US – Happy meal box visual
Mario Kart – 2022 US – Happy meal box flat artwork
Mario Kart – 2022 US – Key visual
The Mario Kart campaign launched in the US in Q1 2022, with nearly 55 million units distributed to restaurants. I was responsible for designing the complete in-store POP kit, ensuring full compliance with the licensor's strict brand guidelines while seamlessly integrating McDonald's Happy Meal visual identity. This required carefully balancing the Mario Kart brand identity with McDonald's Happy Meal newly established design principles.
Partner: Nintendo trademarks and copyrights are properties of Nintendo.
Level Up: Super Mario Bros. Movie x Happy Meal
The Super Mario Bros Movie – Global 2022 – Happy Meal box visual
The Super Mario Bros Movie – Global 2022 – Happy Meal flat artwork
The Super Mario Bros Movie – Global 2022 – Key Visual
The Super Mario Bros Movie – Global 2022 – Paper Toys merchandiser unit
The Super Mario Bros Movie – Global 2022 – Plastic Toys merchandiser unit
The Super Mario Bros. Movie was a major highlight of the 2022 global calendar, presenting an exciting opportunity to create a visually engaging and high-impact Happy Meal campaign. I was responsible for designing the Global, UK, US, and Canada POP kits and packaging, ensuring they remained true to the movie’s key visuals and adhered to Nintendo’s strict brand guidelines, all while maintaining strong Happy Meal branding and standout in-store presence.
This project came with its challenges—primarily due to the limited assets available at the time of production. Despite these constraints, I successfully developed a fun and impactful design that upheld Universal and Nintendo’s strict guidelines while ensuring brand consistency across all materials.
The campaign featured both paper and plastic toy executions, with over 54 million paper toys distributed across 42 countries and 78 million plastic toys launched in more than 42 countries, making it a truly global promotion that reached millions of families.
This project came with its challenges—primarily due to the limited assets available at the time of production. Despite these constraints, I successfully developed a fun and impactful design that upheld Universal and Nintendo’s strict guidelines while ensuring brand consistency across all materials.
The campaign featured both paper and plastic toy executions, with over 54 million paper toys distributed across 42 countries and 78 million plastic toys launched in more than 42 countries, making it a truly global promotion that reached millions of families.
Partner: © Nintendo and Universal City Studios LLC. All Rights Reserved.
Mario Kart: Racing into Happy Meals Worldwide!
Mario Kart – France 2024 – 1st draft concepts – Activity poster 1 front
Mario Kart – France 2024 – 1st draft concepts – Activity poster 1 back
Mario Kart – France 2024 – 1st draft concepts – Activity poster 2 front
Mario Kart – France 2024 – 1st draft concepts – Activity poster 2 back
Mario Kart – France 2024 – 1st draft concepts – Activity poster 3 front
Mario Kart – France 2024 – 1st draft concepts – Activity poster 3 back
Mario Kart – France 2024 – 1st draft concepts – Activity poster 4 front
Mario Kart – France 2024 – 1st draft concepts – Activity poster 4 back
Mario Kart – Global 2024 – packaging flat artwork
Mario Kart – Global 2024 – packaging visuals
The Mario Kart 2024 campaign featured both paper and plastic toy executions on a global scale, with over 114 million plastic toys distributed across 82 countries.
For the plastic toy range, my focus was on developing the packaging, ensuring it aligned closely with the established strategy and POP key visuals while also adapting to the restrictive feedback from our licensing partner.
In France, a final set of eight activity posters was developed, with over 4.8 million units delivered to restaurants. Working with the Product team, I created the initial concepts (below), following the available guidelines and style guides at the time. As the campaign evolved, the client expanded the range to eight posters in total, but with the introduction of updated guidelines, the designs underwent significant changes. Despite these adaptations, this remains one of my favourite activity sets, featuring bold, vibrant colours and a diverse selection of engaging games.
Partner: Nintendo trademarks are properties of Nintendo.
Jurassic World: Camp Cretaceous – A Dino-Mite Collection
Jurassic World: Camp Cretaceous – 2021 – toy flat artwork
Jurassic World: Camp Cretaceous – 2021 – what's in the box.
Jurassic World: Camp Cretaceous – 2021 – what's in the box.
Jurassic World: Camp Cretaceous – 2021 – what's in the box.
Jurassic World: Camp Cretaceous – 2021 – what's in the box.
Jurassic World: Camp Cretaceous – 2021 – what's in the box.
The Jurassic World: Camp Cretaceous 2021 campaign featured a slot-and-lock buildable dinosaur range as part of its paper toy execution, with over 34 million units distributed across 37 countries.
I collaborated with the Product Team and fellow designers to support the finalisation of the toy designs, including refining details such as colour references to enhance the building process. The final collection featured a set of 12 engaging and visually striking toys.
I collaborated with the Product Team and fellow designers to support the finalisation of the toy designs, including refining details such as colour references to enhance the building process. The final collection featured a set of 12 engaging and visually striking toys.
Partner: © 2021 UCS LLC, Amblin, DWA LLC.
Franchise © UCS LLC and Amblin. Series © DWA LLC. All Rights Reserved.
Franchise © UCS LLC and Amblin. Series © DWA LLC. All Rights Reserved.
Jurassic World: Chaos Theory – Roaring Into Happy Meal
Jurassic World: Chaos Theory – Global 2024/2025 – packaging flat artwork
Jurassic World: Chaos Theory – Global 2024/2025 – packaging visuals
Jurassic World: Chaos Theory – Global 2024/2025 – Dinosaur digital/info cards
Jurassic World: Chaos Theory
The Jurassic World: Chaos Theory campaign launched in late 2024 and ran through to mid-2025, with over 65 million units distributed across more than 70 countries.
The Jurassic World: Chaos Theory campaign launched in late 2024 and ran through to mid-2025, with over 65 million units distributed across more than 70 countries.
My primary focus for this programme was the toy packaging for both the paper and plastic toy executions and also the Happy Meal book packaging. This included designing a dinosaur information card, which not only added an educational element but also served as an entry point into the digital play experience, enhancing engagement beyond the physical toy.
Partner: © 2024 Universal City Studios LLC and Amblin Entertainment, Inc. TV Series
© 2024 DreamWorks Animation LLC. All Rights Reserved.
© 2024 DreamWorks Animation LLC. All Rights Reserved.
Mattel Games: Bringing Fun to the table
Mattel Games – France 2021 – card pack visuals
Mattel Games – Germany 2021 – card pack visuals
The Mattel Games 2021 campaign was a key highlight of the Happy Meal calendar in France and Tahiti, with over 12 million units delivered to restaurants.
A similar programme also ran in Germany and Austria, where nearly 6 million units were distributed.
A similar programme also ran in Germany and Austria, where nearly 6 million units were distributed.
This exciting initiative featured a range of engaging card games, incorporating well-known partner licences to create a fun and interactive experience for families. I worked closely with the Product Team and developed the packaging and card designs, ensuring they remained true to the retail versions while adhering to the licensing partners' asset guidelines.
Partner: ©2021 Mattel.
