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For nearly four decades, McDonald's Happy Meals have been synonymous with a bright red box featuring a cheerful yellow smile, serving as a staple of childhood joy.

However, in a significant move, the fast-food giant has opted to remove this iconic symbol from millions of Happy Meal boxes across the U.K., in line with Mental Health Awareness Week and to emphasize the importance of emotional well-being, particularly among children.

The decision stems from recent research commissioned by McDonald's, revealing that a striking 48% of U.K. children feel compelled to maintain a facade of happiness even when they're not genuinely content.

In response, the redesigned Happy Meal boxes aim to encourage parents to engage in conversations with their children about their emotions and mental states.

Alongside the revamped boxes, select locations will offer sheets of stickers displaying various emotions, allowing children to express their feelings by decorating their meal containers.

McDonald's has partnered with BBC Children in Need to provide families access to a dedicated hub of resources, accessible through QR codes on the limited-edition Happy Meal boxes, the McDonald's website, and social media platforms.

Renowned footballer and father, Rio Ferdinand, has joined forces with McDonald's to endorse the campaign, stressing the importance of fostering open communication and supporting children in understanding that it's acceptable not to feel happy all the time.

"I've experienced first-hand with my own children how good communication and encouraging kids to embrace how they truly feel can build trust and help to manage emotions - no matter how big or small," Ferdinand said, according to Metro.

"It's our job to empower our children to express themselves freely and support them every step of the way in understanding that it's okay to not be happy all the time."

Louise Page, Head of Consumer Communications and Partnerships at McDonald's, expressed pride in the collaboration with BBC Children in Need, noting the initiative's aim to spark positive discussions about children's emotions and well-being within families.

"Through this change to our iconic Happy Meal box, we hope that many more families are encouraged to kickstart positive conversations around children's emotions and wellbeing," Page stated.

Fozia Irfan OBE, Director of Impact and Influence at BBC Children in Need, underlined the significance of allowing children to express themselves authentically and highlighted Mental Health Awareness Week as an opportune moment to prioritize discussions about children's mental well-being.

"Ensuring children are happy is at the top of all parents' priorities, but allowing children to express themselves and giving them the necessary space to articulate when they aren't feeling at their best is of equal importance," Irfan explained.

"Mental Health Awareness Week is the perfect opportunity to shine a light on the vital impact we can make on children and young people's mental wellbeing and we are thrilled to be working with McDonald's to provide the necessary support parents and families may need to start the conversations with their children."

Additionally, McDonald's customers can contribute the cash equivalent of their MyMcDonald's Rewards points to BBC Children in Need through the McDonald's App, further supporting the company's commitment to children's well-being.