The LEGO Movie coming to Happy Meals soon

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Forum member princedraven snapped this picture on his kids' McDonalds Happy Meal box today. I suspect it will coincide with the movie's launch in February. (Update: BrickFanatics has calculated the promotion will begin 22 or 29 January).

I wonder if it will feature proper polybags, or cheap plastic knock-offs like those we've seen in recent Happy Meal promotions.

I'm actually quite surprised that it's happening because I'm sure LEGO changed its policy a few years ago and decided not to co-promote with food, particularly that considered by some to be unhealthy.

50 comments on this article

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By in United States,

Groan, I hope that it isn't cheap plastic. We can only hope that they will be actual bricks.

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By in United States,

^Me too. I mean, just look at the not-so quality of the image of Emmet!

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By in United Kingdom,

First of all is this in UK? And also I will only get it if there is actual LEGO been given out, not them plastic things which people don't want. To be honest I wouldn't mind getting posters, stickers, keychains and them kind of accessories which people will use.
Update: I found these on the internet which are batman toys at McDonalds, they are just plastic figures made to look like LEGO
http://thumbs2.ebaystatic.com/d/l225/m/mXJTKvk3DdU77njHQuftbsw.jpg

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By in United States,

yah only 3 PEC!!!

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By in United Kingdom,

wow, those are horrible - hopefully they've improved them this time

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By in United Kingdom,

^ Agreed - looking at the McDonalds tie-in sets through the ages, they're an abomination from start to finish.... Still, at least the older 'sets' appear to have used 'proper' LEGO elements, unlike the more recent stuff which is just shocking.

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By in United States,

Those LEGO racers really aren't that bad. They're cheaper plastic but they were engineered well enough to fit tightly with real bricks. My sons still have several and they're nice for adding wheels to the underside of some creation.

Happy Meal toys in general have gotten really crappy in recent years (sons now 7 and 9 mean I'm an involuntary connoisseur of the things) but the racers were pretty good as these things go.

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By in Spain,

Sounds interesting, may be buyng a few happy meals next year if they are actual Lego figures included.

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By in United States,

Huw - That probably would be TLG's policy on its own, standalone cross-promotions, but I'm guessing Warner Brothers' desires take precedence in this case. I assume scoring a movie tie-in with the U.S.'s largest fast-food chain overrides TLG's own policies and concerns.

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By in France,

Wow, they're really going all out for this movie, aren't they?

And why can't anybody remember those days with good McDonald's promotions? You know, the 2001 Tohunga/Matoran...

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By in United States,

I'm excited. Haven't purchased a happy meal in over 2 decades, but I may have to head to the McDonalds a block from my work for lunch if it's actual bricks

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By in United States,

I fear this will be some cheep plastic non-lego figure thing. The toy will most likely be based around the minifigs of the movie and they are being released as the next line of collectable minifigs and to release another version of the actual minifigs would be counter to the main toy sales.

unless..............what if they did something like use the actual collectable minifigs packs as the happy meal toy.

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By in United Kingdom,

@Modok, that was my thought, too.

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By in United States,

huh, i hope that its real pieces, not hunks of plastic like last time... if it IS real bricks i might have to get a couple kids meals :p

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By in United States,

@BTHodgeman

Yup, that's them alright.

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By in United States,

I found allow the Lego Movie sets at Toys R Us in Maryland, USA today. I bought about 8 bags of the minifugures and 2 of the smaller sets. They look really cool for my kids. Not
Something I can see purchasing a lot of, but the boxes are attractive and the price seems to be right.

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By in United States,

Honestly, I liked the Racers from 2009. They had SOME building experience to them (albeit three pieces). Hopefully these end up being polybags.

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By in United Kingdom,

if there are polybags (which i doubt) i can imagine the queues of afol's buying ten happy meals at a time and then dumping the food in the bin on the way out

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By in United States,

@yuffie Nah, I actually think McDonald's food is delicious (weird, I know). Heck, I go there once every few weeks. I'll end up taking the whole lot of toys!

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By in United States,

it would be a dream come true if they were REAL lego pieces/polybags, but I have my doubts they will do this. The most obvious reason is for safety... lego has small parts and kids can choke on them, and most mcdonalds toys do not have small removable parts. another is, of course, cost. LEGO isn't as cheap as a lot of other toys.

I do want to point out though that for various promos, for example pre-orders on certain LEGO games, LEGO minifigures were offered in attached polybags to the pre-order cards and a lot of people just bought the cards for this reason and never actually redeemed it for the actual game. Said cards usually cost $1. So it's not totally out of the question for them to do happy meal toys. they'd just be making far, far less profit.

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By in United Kingdom,

I've got a bad feeling about this :( Knowing McDonalds they'll just have cheap toys that don't even look like LEGO.
I hardly ever go to McDonalds anyway :P:P

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By in United States,

Those Batman figs above are from an older Lego Batman promotion, not this one. I believe it was for the game.

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By in United States,

If they are real lego like when I was a kid (early 80's) I'm in. If they are like the Batman game figs I'm out.

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By in United States,

I hope they're made up of actual Lego parts. I remember the sets from the late '90s. There wasn't much to them, but at least they were made up of actual Lego parts.

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By in United States,

It's kind of a shame, because the last good McDonald's promotion sets were the Bionicle Tohunga from 2001. To be honest, with the kind of crap that released as Happy Meal toys from then and now, I really don't think that these will be actual bricks.

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By in Germany,

My God, these Batman figures are atrocious.

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By in United States,

My suspicion is they will be similar to those batman figures. They are about twice the size of a real minifig, but molded to look like them. I doubt McDonalds will go with Lego prices for their toys, especially since they have partner factories in China they have invested heavily in so they can make their toys as cheaply as possible, helping them keep their profit margins on the Happy Meals. I also doubt Lego wants to have their Movie Minifigures "competing" with Happy Meals that cost about the same but come with food and a minifigure.

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By in United States,

I remember Jolibee have LEGO kids meal when I was a kid, but this one I hope they would be an actual lego minifigures or polybags, not those moulded plastic toys that looks like a LEGO toy.

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By in Taiwan,

I'm not really sure how it works. Yes, it's happy to see their cooperation and a McDonalds' reastaurant set would be more possible in the future. However, judging from the Batman plastic figures from 2008, I doubt McDonalds and TLC would really give us real bricks in any meal.

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By in United States,

The cars from the happy meals seem similar to the General Mills cereal promotion Racers from a few years ago.

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By in United States,

^ I was just thinking that!

Interesting, if it's real Lego stuff I might try and get a couple, otherwise, eh, I'll pass.

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By in United States,

My guess is that they can't do real Lego due to cost and also the likelihood of today's moron kids and parents might eat them.

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By in Australia,

I love how you snuck in that little dig about "considered by some to be unhealthy". In the future, I would appreciate it if the site could stick to reporting news about Lego without editorializing.

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By in Australia,

^ You don't "sneak" things into an article when they are plainly stated.

It was worth mentioning as this would then link those implications to the lego brand, which this site is dedicated to reporting news of.

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By in United Kingdom,

Here's the thing - in the UK the toys are unisex, in the US you chose boy toy or girl toy unless it's a big license with unisex appeal (the last of which was Smurfs). At the moment the McD US promo are Ninja Turtles/Furby, followed by 6 Adventure Time/Paul Frank toys (that's 3 weeks worth) so there is a chance the Lego Movie promo will also get a McD US release to coincide with the movie and if that happens (and it's unisex) then the toys will have had a bigger budget & that's a good thing. If the promo is just UK then I wouldn't hold out too much hope. It's also worth bearing in mind that it needn't necessarily be toys - it could be books or puzzles or I remember one of the Ice Age movies having a plastic beaker for each character.

There are also different safety laws - the US Smurf toys were solid moulded plastic, the UK Smurfs although shaped exactly the same were hollow & held together with tiny screws.

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By in United States,

I really don't like the idea of supporting/encouraging McDonalds, especially when it comes to child luring products. If the toys are held to the same rigorous standards as their food and treatment of employees, I won't be missing anything anyway.

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By in United States,

@lippidp: Funny! Unbelievable but yes it is totally possible, and they will sue McD or LEGO for millions!
Here in San Francisco, our city government bans toys in happy meals. So I think I'll have to go somewhere to get them if I so desire.

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By in Netherlands,

REMINDER FOR EVERYONE, mcdonalds doesn't give the same toys at happy meals everywhere in the world.
It is different in every country, the lego cars were in Germany, but i have not seen them in the Netherlands.
Even the coca cola glasses are different in countries that lay next to one another. (I don't go to mc Donalds that often so I do not see happy meals on the advert bord that often, but the glasses is a example I have seen multiple times)

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By in Canada,

I have to add my voice to those being disappointed with TLG's choice to use McDonalds as a promotional venue. They make enough money they could choose to use more ethical/healthy/worker-rights-promoting locations...

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By in Netherlands,

@jscohen in Australia, 25 Dec 2013 12:28
Huw being the founder, designer, admin, and an editor of Brickset can do as he pretty damn well pleases! Besides what you write here: "reporting news about Lego without editorializing" is a contradictio in terminus, I am glad that @Huw added this critical remark: "I'm actually quite surprised that it's happening because I'm sure LEGO changed its policy a few years ago and decided not to co-promote with food, particularly that considered by some to be unhealthy." Which I think is an understatement, or at least a very careful, and diplomatic way of phrasing, and if correct is not just another opinion but also a fact.

I already voiced my critism earlier here on the forum:
http://www.bricksetforum.com/discussion/11469/the-lego-movie-merchandise/p5

At first I felt reluctant to once more on this thread express what I had already written elsewhere on the forum, but I am happy to see that I am not the only one on this thread, and elsewhere, who is disappointed with TLG's choice, to seek a partnership for the promotion of their upcoming exhilarating Lego Movie in theatres, and related toys with such a company as McDonalds. A company who definitely does not live up to TLG's slogan: 'only the best is good enough', in my opinion. It is a fact that McDonalds funk-'food' is bad for your health. Has little to no nutritional value, its taste is engineered to be addictive, and is furthermore foul smelling and tasting. Luring kids into chains of fast-food restaurants with toys to get them hooked on the junk they are selling and serving at McDonalds, is not just unethical, I think it is criminal! Plus the way they treat their employees is not all that good either from what I have read, heard, and seen etcetera.

I hope that if TLG wants to promote The Lego Movie in The Netherlands through other companies, they will choose businesses that resemble their own values, and ethical standards more closely, and stay away from companies such as McDonalds.

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By in United States,

Umm! Not intend to upset anyone, but I happen to like McDonalds. It's really parents responsibilities if they don't want their kids eating too much fast food. It is not like the food is addictive. Just because it's very affordable and tastes good, no reason to trash McDonalds. You can't demand too much for a dollar or so, can you? The company does good works, and they are trying; like getting rid of trans fat, adding more healthy choices, displaying calories next to the menu... When I travel aboard to unfamiliar culture, seeing McDonalds always give me some level of comfort and peace. Anyway, I don't want to live too long if I have to be eating healthy all the time - just long enough to enjoy my LEGO building. :-)

PS. With all that said, I agree with previous posts, I don't think LEGO has anything to do with this except contracted with the marketing company of LEGO movie, and the toys are not real LEGO bricks.

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By in United States,

I don't think it is TLG who has sought out the licensing for their merchandise; rather, I suspect that WB sought out a promotion with McDonalds for the upcoming movie release. It would make sense to me that TLG gets any toy merchandising rights while WB gets books, posters, and yes, food tie-ins (which at that point would not be considered a 'toy'), etc.

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By in United States,

@1360

That's just the thing, though - it IS addictive! By design! Here's a little primer

http://www.psychologytoday.com/blog/you-illuminated/201108/7-things-mcdonald-s-knows-about-your-brain

They put sugar in the BUN, even! THE BUN! Since when does bread need sugar?

Also all of the "good steps" you mention that McDonalds has taken have all been driven by laws from the FDA, with McDonalds lobbying tooth and nail to prevent.

Sorry to go off in that tangent but to keep this more on target I'm very curious to see what style these will be - actual bricks/ racers style compatible parts/ batman style monstrosites. The biggest influence in my mind is that they will not be actual bricks for fear of a choking hazard (at least in the US)

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By in United Kingdom,

@DanRSL

Umm... ALL bread made with yeast has sugar added - it's what the yeast uses as its "food" in the fermentation process and without it you get no carbon dioxide produced and therefore your bread won't rise. As the sugar is used up by the yeast, there may be very little left by the time the bread is baked.

I'm not saying that McDonalds don't add more sugar than required (I have no idea) but the biochemist in me couldn't let it go without comment - sorry! ;-)

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By in Canada,

Is this UK only?

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By in United States,

If you go to http://www.HappyMeal.com , Click on the Toys Button near the top center, then click the "Next Happy Meal" tab you will see that the LEGO Movie Happy Meals will include pictured cups. They are called "The LEGO Movie Action Cup" and every cup has something called "McPlay POWER. It is a big disappointment for me. Hopefully something will be included in the "action" cups but I'm not holding my breath.

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By in United States,

^Yep beat me to it. EXTREMELY disappointing...EDIT Did a little research and McPlay is the Official Happy Meal app (there's even an app for that) so these will probably have codes to unlock stuff in the app.

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