Some of McDonald’s Happy Meal toys have become quite valuable, and while they’ve been included in meals since the 1970s, a toy released in 2022 could fetch as much as $1,500 from collectors if you own one. Initially branded as a Happy Meal toy for adults, this toy was part of a collaboration between a popular streetwear brand and McDonald’s, proving that you’re never too old to enjoy or profit from toys.
According to a July 2023 Allrecipes article on the history of McDonald’s Happy Meals, while American advertising executive Dick Abrams was widely regarded as the father of the Happy Meal after his passing in 1988, the typical American childhood experience of the Happy Meal may be credited to McDonald’s franchise owners and married couple José and Yolanda Cofiño. After opening a McDonald’s in Guatemala in 1974, Yolanda Cofiño noticed that the portion sizes of regular meals were too large for children. She proposed introducing smaller portions — mainly burgers and fries, along with a sundae for dessert — and most importantly, a toy for children. Initially called “Ronald’s Menu,” its popularity grew so much that McDonald’s corporate not only asked the owners to present the concept at the 1977 World Franchise Convention, but also awarded them the Ronald Award in 1982 — an accolade recognizing the top 1% of franchise owners making a significant impact on the McDonald’s brand in their communities.
Who did McDonald’s partner with on this toy?
According to Culted, the streetwear brand Cactus Plant Flea Market (CPFM) was well-versed in successful brand partnerships and collaborations by the time its founder, Cynthia Lu, took on designing a limited series of Happy Meal boxes and toys for McDonald’s. Rumored to have received its name from old colleagues at Pharrell Williams’s Billionaire Boys Club clothing line — as Lu was known for keeping a cactus on her desk — by the time of the McDonald’s partnership, CPFM had already collaborated with brands like Stüssy and Nike. The company harnessed the influence of celebrity endorsers, such as LeBron James and Justin Bieber, who were spotted wearing CPFM apparel, and managed creative direction for Kanye West and Kid Cudi’s “Kids See Ghosts” album, tour, and merchandise. A hoodie inspired by the tour is listed on StockX with a previous sale price of $551.
For McDonald’s, brand partnerships and collaborations are not uncommon, with limited-edition celebrity meals featuring stars like Mariah Carey, Travis Scott, and BTS. The collaboration with Cactus Plant Flea Market included one of three beloved McDonald’s characters — the Hamburglar, Grimace, Birdie, and CPFM mascot Cactus Buddy in a box designed by CPFM — Cactus Buddy is seen wearing McDonald’s gear. Paired with a side of fries and a soft drink, the adult Happy Meal featured a Big Mac or a 10-piece box of Chicken McNuggets. The twist? Each figure had four eyes instead of two.
This is the McDonald’s toy that sold for $1,500
While the extraordinary value of certain Barbie dolls highlights the profitable side of toy collecting, you may not immediately associate Happy Meal toys with being a worthwhile investment. However, when these meals first launched on October 3rd, 2022 — priced between $9 and $13 — the limited edition Happy Meal sold out nationwide within mere days. The higher cost compared to the average Big Mac combo didn’t deter buyers, nor did the fact that the limited availability was supposed to extend until at least the end of the month.
According to Kotaku, the demand for these toys became a significant issue for McDonald’s employees. An old Reddit post from a McDonald’s employee illustrates the frenzy surrounding the Happy Meal product at the time, showing a photo of a drive-thru order for eight Big Macs, 20 chicken nuggets, 10 orders of fries, and 10 drinks in the Happy Meal boxes, all on a 50% off coupon. This was exacerbated by McDonald’s own app, which might be the best way to save a lot of money at McDonald’s, but was overwhelming to the franchise’s inventory and employee stress levels. On eBay in April 2024, a mint condition Cactus Plant Flea Market Happy Meal box with an unopened Grimace toy sold for $1,500 after a single winning bid. Meanwhile, a set of all four toys was listed on eBay for $30,000.
