Children's play is changing, and in 2013 McDonald's USA asked Creata to look at how digital play could bring a more contemporary and seamlessly integrated experience with their existing Happy Meal toy program.

Our solution was to develop a new game to align with each new Happy Meal. Drawing on our insights, the approach we embraced was the growing 'toys-to-life' category we had pioneered.

Doing this within the Happy Meal price point was the challenge. Our digital team invented and prototyped a 'toy recognition' technology embedded in an app. It created an affordable way to magically connect toys and bring them to life in digital play.