McDonald’s is leaning on entertainment tie-ins as pressure builds across the fast-food sector.

The company is introducing a new Happy Meal linked to Stranger Things: Tales from ’85, a Netflix spin-off, as it works to keep customers engaged during a period marked by slower traffic and tighter spending.

New Happy Meal arrives with Stranger Things theme

The promotion is scheduled to begin May 5 at participating U.S. restaurants, with a wider rollout already underway in parts of Latin America and Europe.

Each meal comes in themed packaging and includes an activity book alongside a QR code that unlocks a digital game experience.

Customers will also receive one of 12 collectible toys, with additional characters introduced week by week.

  • Eleven – Hopper Cabin
  • Dustin – Snack n’ Go
  • Will – Happy Meal
  • Max – Arcade
  • Lucas – Eugene’s
  • Mike – Weekly Watcher
  • Nikki – Iconic Restaurant
  • Ground Horde – Hawkins Lab
  • Snowshark – Hawkins School
  • Creeping Vine – McDonald’s Restaurant
  • Additional characters to be revealed

The collaboration follows another Netflix-themed release earlier this year, extending a growing relationship between the two companies.

Promotions shift toward digital engagement

Beyond the toys, the QR feature reflects how the company now approaches its marketing efforts.

Rather than focusing solely on in-store purchases, promotions are designed to guide customers into a broader system that includes mobile ordering, loyalty rewards, and app-based interaction.

Since launching its U.S. mobile app in 2015, McDonald’s has expanded tools such as personalized offers and push notifications, which now play a central role in repeat visits.