The Happy Meal Turns White to Help Kids Draw Their Emotions

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For the first time ever, McDonald’s has removed its iconic red from the Happy Meal box, and replaced it with a blank, all-white canvas.

Called the “Draw How You Feel Meal,” this limited-edition release invites children to decorate their own Happy Meal boxes using a set of crayons included with each meal. The idea is simple but powerful: to encourage kids to express their emotions through creativity.

The initiative, created in partnership with BBC Children in Need, runs from November 5 to 18 across more than 1,400 McDonald’s restaurants in the UK and Ireland.

The campaign follows last year’s award-winning move, when McDonald’s temporarily removed the Happy Meal’s signature smile to spark conversations about how children feel. This time, the brand takes the concept further, turning its packaging into a genuine tool for self-expression.

According to research by McDonald’s, 73% of children find it easier to talk about their feelings while drawing, while 88% of parents believe creative activities help open up emotional discussions.

When creativity becomes a language of empathy

Beyond the playful aspect, the campaign reframes one of the world’s most recognizable brand icons as a symbol of emotional well-being. Alongside the redesigned box, McDonald’s has also launched a Family Hub website offering art therapy resources and conversation tips, accessible via a QR code printed directly on the packaging.

Supported by singer and TV presenter Kimberley Walsh, the initiative aims to make family mealtime not just fun, but meaningful, a moment to listen, share, and connect.

With nearly 4 million white boxes in circulation, the “Draw How You Feel Meal” is a thoughtful reminder that even small acts of creativity can help children understand themselves, and help families understand each other.