LEGO System

The LEGO System promotion featured small sets of LEGO bricks that could be assembled into individual models using the instructions included in each packet. The set had previously been released in the United States in 1989 under the name LEGO Motion.

As well as showing how to build the featured model, the instruction leaflets also included photographs demonstrating how the different sets could be combined to create larger and more complex constructions, encouraging collectors to complete the full range.

As standard LEGO bricks were not suitable for children under three years old, an alternative LEGO DUPLO set was offered. This consisted of larger DUPLO bricks that could be assembled into an alligator. Interestingly, the packaging carried no visible McDonald’s branding, making it unusual compared with most Happy Meal promotions of the period.

Combining creativity, construction, and collectability, the LEGO System promotion remains one of the most distinctive building-themed sets released by McDonald’s during the 1990s.