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R/GA London has rebuilt McDonald's Happy Studio app and website, which will launch across Europe in the coming month as part of the Happy Meal programme.

Happy Studio contains games and activities that are designed to help children develop useful skills. The games are grounded in the principles of epistemic play, encouraging children to explore things to acquire knowledge through role-playing. The studio will go live in the UK in December. Games will be updated every six weeks with new characters from children’s TV shows and films. The creative work was overseen by Chris Williams.