McDonald's sails into new waters with SpongeBob and ONE PIECE

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McDonald's is putting an unlikely pair on the same Happy Meal box — SpongeBob SquarePants and ONE PIECE. The two IPs are joining forces for a global treasure hunt led by global agency tms.

The "SpongeBob SquarePants x ONE PIECE Happy Meal" invites customers on what the brand calls the ultimate treasure hunt, united under the Golden Arches. It pairs SpongeBob's family-friendly familiarity with ONE PIECE's adventurous fandom, giving Happy Meal a way to connect with fans across markets. It is set to launch in over 70 global markets.

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At the heart of the meal are collectible toys, each pairing a SpongeBob character with a ONE PIECE-inspired outfit. There will also be a detachable ship component in each toy, allowing fans to mix and match characters and customise their own play.

Inside restaurants, the treasure-hunt theme carries through a retail kit that uses the character illustrations to immerse customers in the underwater adventure. The dual-sided Happy Meal box features both SpongeBob and ONE PIECE artwork.

The experience extends beyond restaurants through digital gameplay, available in select markets. Customers scan the code on their toy or Happy Meal box, choose a character and sail a ship around the sea to collect treasure.

"McDonald's has always been a place where fans can connect with the characters and stories they love in new and unexpected ways," said Maria Liang, manager of global family marketing at McDonald's. "This unlikely collab creates the ultimate adventure for fans, supported by a fully integrated retail experience complete with exclusive, dual-branded toys."

As lead agency, tms played a pivotal role in forming the partnership between the two licensors. It also delivered the visual identity, strategy, retail experience, digital gameplay, packaging, and toy design and sourcing.

Chantal Page, senior strategy director at tms, said the partnership lets McDonald's tap into multigenerational fandoms and appeal to parents and kids in different ways. "By finding shared truths between the distinct franchises, we created a Happy Meal that feels more like an immersive treasure hunt rather than a staple menu item," she added.

The collaboration follows a run of pop culture-themed Happy Meals in the US, including a Hello Kitty & Friends x Godzilla release in August. The SpongeBob x ONE PIECE meal began rolling out at US restaurants on 15 September.

Other markets have seen a staggered rollout, so toy availability and local promotions vary by region. Regional listings reportedly include Malaysia, Singapore and Indonesia among the participating markets.

McDonald’s has been mixing its global firepower with strong local campaigns in its markets, such as the Mekdi 2026 National Takraw League in Malaysia. Over in Indonesia, McDonald's tapped two MasterChef Indonesia alumni for a localised menu in August.

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