McDonald’s has launched one of its most ambitious global promotions, introducing TinyTAN Happy Meals inspired by the animated avatars of K-Pop superstars BTS. Beginning on September 3, the campaign spans 66 countries, including the United Kingdom, placing London at the heart of a global cultural crossover — as reported The WP Times citing Forbes.
A Two-Phase Campaign
The McDonald’s TinyTAN Happy Meal is not a one-off promotion but a carefully staged rollout designed to sustain momentum among fans. By dividing the launch into two distinct waves, the company ensures continued engagement, media attention, and repeat visits to its restaurants. Each phase introduces a different set of figurines, giving collectors both urgency and incentive to return — a strategy that mirrors how K-Pop itself thrives on serialized content and limited-edition releases.
The rollout is structured in two waves
- Throwback Edition, launched September 3, features seven figurines styled after BTS’s 2021 McDonald’s Meal outfits.
- Encore Edition, arriving September 23, introduces seven new figures, including versions in stylized McDonald’s uniforms.
In total, fans can collect 14 figurines, each representing one of the seven BTS members—RM, Jin, SUGA, j-Hope, Jimin, V and Jung Kook.
London’s Participation
Unlike earlier BTS promotions that were limited in scope, McDonald’s confirmed that the U.K. is part of the official launch. London’s dense network of McDonald’s outlets—serving millions daily—makes the city a natural showcase for the campaign. Early reports suggest strong interest, with some central London branches experiencing queues on the first day, while fans shared photos of their figurines across social media platforms.
What’s Inside the Happy Meal
The British Happy Meal retains its traditional structure: a main dish (such as Chicken McNuggets or a Hamburger), a side (fries or apple slices), and a drink. What sets this promotion apart is the inclusion of a TinyTAN figurine in opaque packaging, preserving an element of surprise.
In addition, each meal comes with a scannable code that unlocks an exclusive mobile game, TinyTAN Power Up, extending the campaign into digital interactivity.
A Marketing Strategy Beyond Food
Analysts note that McDonald’s has become adept at leveraging pop culture collaborations to boost brand relevance among younger demographics. The BTS Meal of 2021—featuring limited-edition sauces—set a precedent. TinyTAN takes the concept further by merging collectibles, nostalgia and digital play.
“The campaign demonstrates how fast-food marketing can evolve into cultural participation,” said Laura Sirikul, writing for Forbes. “By including the U.K., McDonald’s taps into one of Europe’s most active BTS fan bases”.
Overview of the U.K. Launch
| Edition | Date | Details |
|---|---|---|
| Throwback Edition | September 3, 2025 | Outfits from the 2021 BTS Meal campaign |
| Encore Edition | September 23, 2025 | New outfits, including McDonald’s uniforms |
The Bigger Picture
For London, the TinyTAN Happy Meal is more than a novelty toy; it is a case study in global cultural marketing. By aligning with BTS’s immense global following, McDonald’s positions itself not just as a fast-food provider but as a curator of cultural moments.
As fans in Britain rush to secure the limited-edition figurines, the campaign underscores a simple reality: in today’s marketplace, a Happy Meal can be as much about identity, community and fandom as it is about food.
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