Toy Collecting — Richard’s McDonald’s Happy Meal Toys display at BOI, 101 George’s Street Upper, Dún Laoghaire
“Growing up in Dublin, McDonald’s wasn’t a regular occurrence for me but more an occasional treat. The only other times I found myself there as a child was for a birthday party. It was very common ( particularly around Stillorgan and Dún Laoghaire) for parents to bring a group of kids to the cinema and then go to McDonald’s nearby where there was a purpose built children’s party area in the restaurant. McDonald’s as a kid in the early 1990’s was a fun place to be; the food was tasty (although not the healthiest), the interiors were bright and colourful and after some begging there might be the chance of a toy.
While we associate the Happy Meal with McDonald’s, a North American institution, the origins of the Happy Meal actually began in Central America. In 1974, Yolanda Fernández de Cofiño, a McDonald’s franchisee in Guatemala, played a crucial role in the Happy Meal’s inception by introducing smaller, child-sized portions to the McDonald’s menu. She called it “Menú Ronald” and it included a small hamburger, a small portion of French fries and an ice cream. McDonald’s loved the idea and after some key innovations such as including a toy, the Happy Meal box, and offering up extra entree options for kids the Happy Meal we know today was born in 1979.
The very first Happy Meal toys often featured characters from McDonaldland which included Ronald McDonald, Birdie, the Hamburglar and Grimace. When I began collecting Happy Meal toys I focused my attention on the McDonaldland characters as these were the most memorable toys for me and the ones that I felt best represented the McDonald’s Happy Meal of my childhood.
McDonaldland was a whimsical, fictional world, created by McDonald’s in 1971 and featured a cast of beloved characters. Ronald McDonald, the red-haired clown, was the mascot of the land, and other characters like Grimace (a large, purple creature), the Hamburglar (a mischievous thief) and Birdie the Early Bird (who was introduced in 1980 to promote breakfast) all added charm and intrigue to the McDonald’s universe. These characters weren’t just limited to the Happy Meal toys but were featured in TV commercials, the company’s advertising, and even in their own short-lived television show. Their consistent presence made McDonald’s feel like a magical, entertaining place for kids.
However, as time went on, McDonald’s phased out most of the McDonaldland characters. The shift began in the 1990s and 2000s, as the company wanted to modernise its brand image and appeal to a broader audience. McDonald’s began focusing more on brand partnerships with popular franchises and creating toys that were exclusively related to movies or TV shows. As a result, characters like Ronald McDonald became less prominent, and their place was gradually taken by other, more contemporary cultural icons.
Today, Happy Meals continue to evolve, but they are still very much part of the McDonald’s experience. Toys are still often linked to current pop culture phenomena, including blockbuster films, TV series, or global brands. Additionally, there is more emphasis on promoting sustainability, with many toys now made from recycled materials or offering educational value. While McDonald’s no longer leans heavily on the McDonaldland characters, the Happy Meal remains a staple of childhood memories, adapting to modern tastes while retaining the magic that made it so special in the first place.”
Richard Collier
“Over the years, I have sought out toys from my childhood, replacing damaged or missing ones and seeking out ones I never had. There is definitely a nostalgic element to my collecting, but generally, I’m drawn to them because I love the designs. To me, these toys represent the first design objects I interacted with. I appreciate the craft and design that went into developing each of the individual characters. As an adult, I see them now less as toys and more as affordable sculptures.”
Richard, Dúnlaoghaire Shopping Centre’s play area, 1990s
Note: McDonald’s came to Ireland in May 1977 with a restaurant on Grafton Street, followed by one in Upper O’Connell St in 1979, with a third opening in Dún Laoghaire in 1982.