Whataburger’s Kids Whatameal Redesign: Packaging as Play with Interactive Boxes and Stickers

Whataburger, the Texas-based burger chain, has rethought the fast-food kids meal with the relaunch of its Kids Whatameal. The redesign shifts focus from a single plastic toy to an immersive packaging experience that turns the box itself into the plaything.

The meals now arrive in a vibrant, white-and-orange box topped with a handle, designed for easy carrying. The side of the box features an interactive maze, and inside, kids find one of five collectible sticker packs.

“We wanted to build something that was a bit more intentional and experience-led.”

Kids’ Meal Choices Prioritize Agency and Engagement

The experiential strategy extends beyond packaging to the food itself. Whataburger now offers kids more control over their meals, a move backed by research showing children are more likely to finish their food when given choices.

Kids can select from the following options:

• Entrées: Burger, grilled cheese, or chicken strips/bites
• Sides: French fries or Mott’s applesauce
• Drinks and a treat

Research-Driven Design: From Online Surveys to In-Person Testing

The redesign stems from extensive user research conducted both online and at Whataburger’s innovation center. Findings revealed that while food quality drives meal selection, agency—the ability to make choices—plays an equally critical role.

Whataburger tested multiple packaging formats before settling on the handled box. The design proved most effective because it gave children a sense of independence and ownership, making the meal feel more personal.

Why Sensory Play Beats Plastic Toys

Whataburger’s research found that traditional plastic toys, often tied to characters, were merely “a nice to have.” Instead, sensory-driven activities and tactile experiences outperformed both plastic toys and desserts in engaging kids.

“In testing, tactile, sensory-driven items performed better. Kids consistently gravitated toward things they could actively touch and manipulate,” like stickers, games, activities, and fidget-style pieces.

For comparison, McDonald’s briefly experimented with blank Happy Meal boxes in 2023, allowing kids to draw on them, before reverting to its classic red packaging.

Brand Identity Meets Play: The Whataguy Mascot and Collectible Stickers

The redesign emphasizes Whataburger’s visual brand assets, including its signature orange-and-white stripes and the iconic flying W logo. The box also features the smiling face of Whataguy, the chain’s superhero mascot, which first appeared on kids’ meal bags in 1999.

Actress Eva Longoria, a longtime Whataburger fan, stars in a campaign promoting the new Kids Whatameal alongside her son, highlighting the brand’s family-friendly appeal.

A Fresh Take on Kids’ Meals: Competing with Happy Meals

The redesign positions Whataburger’s Kids Whatameal as a direct competitor to McDonald’s brightly packaged Happy Meals. However, it also draws inspiration from the classic sit-down restaurant experience—where the box itself becomes the plaything, much like butcher paper table coverings and crayons.

As Hudler notes, sometimes the best toy is the box it comes in.