Sometimes, you don’t want to turn that frown upside down.
In honor of Mental Health Awareness Week, McDonald’s locations in the United Kingdom have removed the iconic smile from its Happy Meal boxes. The move aims to communicate that it’s ok not to be happy all the time.
This is McDonald’s first time removing the iconic smile from its Happy Meal boxes, according to company officials.
“This follows new research commissioned by McDonald’s, which reveals that almost half (48%) of UK children feel like they must be happy all the time, even if they do not want to be. The limited-edition Happy Meal boxes have been designed to encourage parents to talk to their children about how they are feeling,” a news release said.
Some locations will also give out stickers with the new updated meal.
McDonald’s didn’t disclose if a similar promotion would roll out in the U.S.
Mental Health Awareness Week concludes on May 19.