Disney and McDonald’s have a history that goes back decades, but few collaborations felt as perfectly timed as the 2023 release for the live-action reimagining of The Little Mermaid. People went feral for these toys. Seriously. It wasn't just kids dragging their parents through the drive-thru; it was nostalgic Millennials and Gen Z collectors hunting for a complete set of the eight characters.
The Little Mermaid McDonald’s Craze Explained
Let's be real: the Happy Meal isn't just about the nuggets anymore. It’s about the plastic. When the live-action film starring Halle Bailey was hitting theaters, McDonald's leaned hard into the hype. They released a lineup of eight figurines that featured Ariel, King Triton, Prince Eric, and of course, the villainous Ursula.
Collectors noticed something pretty quickly though. These weren't those old-school, "wind them up and watch them go" toys from the 90s. They were solid, stylized figures. They had these translucent blue bases that were supposed to look like water. Pretty clever, honestly. But as with any major Disney drop, the scarcity factor kicked in almost immediately. Some locations ran out of Ariel within forty-eight hours, leaving disappointed fans with nothing but a Sebastian or a Scuttle.
The secondary market exploded. If you look at eBay or Mercari even now, you’ll see full sets being sold for way more than the cost of a few cheeseburgers. It’s a weird phenomenon. We’re talking about mass-produced plastic, yet the emotional attachment to the IP—especially with the cultural significance of this specific remake—turned them into genuine "must-haves."
Why the 2023 Drop Was Different From the 1989 Original
Context matters. If you’re old enough to remember the original animated movie's release, the McDonald's partnership looked way different. Back then, the toys were often bathtub-friendly or had literal "action" features. The 2023 The Little Mermaid McDonald’s collection was more about the "shelf appeal." They were designed to be displayed.
The diversity of the cast was also reflected in the toys, which was a huge deal for representation. Seeing a Halle Bailey-inspired Ariel figurine in a Happy Meal box meant a lot to a lot of families. It wasn't just a toy; it was a souvenir of a cultural moment.
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The Logistics of the Hunt
You’ve probably been there. You pull up to the speaker box, ask for the "girl toy" or the "movie toy," and the worker tells you they only have one specific character left. It’s frustrating. McDonald’s usually ships these toys in "waves."
- Wave one usually includes the heavy hitters—Ariel and Prince Eric.
- Wave two brings in the supporting cast like Flounder and Sebastian.
- The final wave often features the villains or the "niche" characters like King Triton or Max the dog.
If you missed the window for The Little Mermaid McDonald’s promotion, you were basically out of luck unless you wanted to pay a premium online. The "complete your set" mentality is a powerful drug. It’s what keeps the Happy Meal relevant in an era where most kids are more interested in iPads than plastic trinkets.
The Sustainability Shift
There’s a bit of a tension here that most people don't talk about. McDonald's has been public about wanting to move away from virgin plastics in their toys by the end of 2025. This 2023 collection was one of the last "traditional" plastic figure runs before the brand shifts more heavily toward paper-based or recycled materials.
This makes the 2023 set a bit of a relic. It’s a snapshot of the tail end of the "plastic era" of fast-food toys. Some environmental groups have criticized these massive tie-ins for the waste they produce, but for the average collector, that’s secondary to the nostalgia of the "clink" of a plastic toy hitting the bottom of a red box.
Resale Value and the "Collector" Market
Is a The Little Mermaid McDonald’s toy actually an investment? Probably not in the "buy a house with it" sense. But it is a fascinating look at micro-economies.
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Prices for these things fluctuate. Right after the movie leaves theaters, prices usually dip. Then, five or ten years later, when the kids who watched the movie grow up and get their first paychecks, the "nostalgia tax" kicks in. We’ve seen it with the 90s Teenie Beanie Babies and the Pixar sets.
If you have a mint-in-package (MIP) Ariel from this set, keep it that way. The baggie matters. Once you open it, the value drops by about 50%. It sounds silly, but the plastic bag is the "certificate of authenticity" in the world of fast-food collecting.
What to Do If You’re Starting a Collection Now
If you’re just now realizing you want a piece of this movie history, don't panic. You don't have to spend a fortune.
- Check Local Resale Shops: Often, these toys end up in "fill a bag for $5" bins at thrift stores once the hype dies down.
- Look for "Lots" on eBay: Buying characters individually is a sucker’s game. Buy a "lot" of 5 or 6 characters to save on shipping.
- Verify the Year: Make sure you aren't accidentally buying the 1989 versions or the 2000s sequel toys unless that’s what you’re actually after. The 2023 live-action figures have very distinct facial sculpts modeled after the real-life actors.
The Under-the-Sea Experience
McDonald's didn't just stop at toys. They did the whole "Under the Sea" takeover. The boxes had AR (Augmented Reality) codes. You could scan the box with your phone and see the characters swim around your living room. It was a bridge between the physical toy and the digital world.
While the tech was a bit glitchy—let’s be honest, those web-based AR apps never work perfectly—it showed how much Disney was willing to invest in the McDonald's partnership to ensure the movie was a hit. They needed the "omnipresence" that only a golden arch can provide.
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Wrapping Up the Mermaid Legacy
The The Little Mermaid McDonald’s promotion was a masterclass in modern marketing. It tapped into the deep-seated nostalgia of parents while giving kids a tangible connection to a new cinematic world. It managed to navigate the transition between old-school toy collecting and new-school digital engagement.
Whether you think they’re just cheap plastic or "treasures untold," there’s no denying the impact. These tiny figures represent a massive shift in how Disney approaches its live-action remakes—treating them as brand-new icons rather than just copies of the past.
Next Steps for Collectors
If you have a partial set sitting in a junk drawer, now is the time to decide if you're finishing it. Search for "McDonald's 2023 Little Mermaid complete set" on secondary markets to gauge the current "buy-it-now" price. If you’re looking to sell, ensure you take high-quality photos of the faces, as the paint jobs on these mass-produced items can vary wildly, and "perfect" faces command a higher price from serious collectors.
Always check the base of the toy for the "Disney/McDonald’s" stamp to ensure you aren't looking at a knock-off or a different brand's tie-in. The 2023 series specifically features the characters on blue, wavy pedestals. If it doesn't have the blue base, it isn't the one people are looking for.