McDonald's Toy Story 2 Premium Bag: Museum Object and Cultural History

The object in the museum catalogue

This clear plastic McDonald’s® premium toy bag was used to distribute toy #2, “Mr. Potato Head and Mrs. Potato Head.” The bags were used to package McDonald’s® toys inside the Happy Meal® box. The premium bag has Ronald McDonald and the golden arches logo printed on one side and pertinent toy information printed inside a blue box. On the reverse, warning information regarding the toys has been printed for consumers. The Happy Meal® was released in 1979 as a way to package a meal together in a fun, collectible container that appealed to children. Happy Meals® have since become progressively more elaborate in the type of food offered (with various healthier options) and the premiums available with the meal. In 1996, McDonald’s® and Disney signed a 10 year, exclusive partnership agreement where McDonald’s® was able to use Disney characters for Happy Meal® premiums and Disney would receive free promotion of upcoming movies through McDonald’s®. This partnership appeared like a natural fit for the two companies since they had an overlapping market base. From November 26, 1999 through December 23, 1999, McDonald’s® marketed the Toy Story 2 Happy Meal® premiums.

The McDonald’s Corporation is one of the most recognizable hamburger restaurants in the United States. As of 2011, the McDonald’s Corporation and franchisees were operating in 119 countries with 1.9 million employees, making it the 4th largest employer in the world.

In 1940, Richard (Dick) and Maurice (Mac) McDonald opened the first McDonald’s Bar-B-Q drive-in restaurant in San Bernardino, California. In 1948, the brothers redesigned their menu, centering on the 15 cent hamburger. In 1954, Ray Kroc, a Multimixer (milkshake machine) salesman, became interested in the McDonalds brothers’ high volume restaurant. He worked out a deal with the brothers to be their franchising agent and opened the first franchise location in Illinois the following year. Under Kroc’s direction, the company grew to become the giant we know today.

Materials, dates and provenance

• date made: ca 1999
• Object Name: bag
• Physical Description: plastic (overall material)
• Measurements: overall: 6 1/2 in x 5 1/2 in x 1/16 in; 16.51 cm x 13.97 cm x .15875 cm
• ID Number: 2012.3045.06
• catalog number: 2012.3045.06
• nonaccession number: 2012.3045
• Data Source: National Museum of American History

Sources and reuse

Catalogue descriptions and facts adapted from National Museum of American History through the Smithsonian's official Open Access dataset. This record explicitly marks its metadata CC0 1.0; formatting and selection have been changed.