McDonald’s said this week that it sold half of its new Happy Meals geared toward adults in just four days. But four decades ago, when the first Happy Meal debuted, the company didn’t quite get it.
“They were reluctant a little bit. They didn’t immediately embrace it,” Bob Bernstein, an advertising executive who created the Happy Meal in the late 1970s, said in a video interview from his Kansas City office, which is decked out with Happy Meal memorabilia and original art. “It took some convincing on our part.” Bernstein, whose ad agency ran marketing for McDonald’s\n \n in several cities, had been working with McDonald’s\n \n for a decade before the Happy Meal debuted.
” Toys But as sales took off, McDonald’s and its franchise operators warmed to the Happy Meal, thanks in large part to the popularity of toys in the meal and the crucial addition of Chicken McNuggets in 1984. Bernstein was not involved in McDonald’s Happy Meal strategy after it went national. Although his version of the Happy Meal centered on the designs outside the box, toys became its main appeal.
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