Sanrio’s iconic Mr Men Little Miss brand has partnered with McDonald’s for a new Happy Meal promotion across the UK and Ireland, that brings its cast of characters to a line of reusable cups, tapping into the global sustainability movement.

This isn’t the first move from Sanrio to align itself with sustainability. The firm has told Licensing.biz that it has for the past number of years been working with partners – where possible – on sustainable ranges, such a its latest Carex deal for refillable pouches with Tesco.

The company will also be launching a Mr Men Go Green book this June, in which its character Little Miss Inventor cooks up a number of inventions to help her friends in Happyland be kinder to the planet.

It’s latest deal with McDonald’s will bring a collection of Mr Men Little Miss themed reusable, sustainable cups to the Happy Meal offering. The promotion will run from February 5th to March 17th.

It will see eight popular characters that kids can choose from and collect, while each Happy Meal box has received a makeover to feature Mr Tickle, Little Miss Sunshine, and Mr Bump.

The Mr. Men and Little Miss characters are even making a splash on TV with a new McDonald’s advert, as well as in store presence with a host of kids’ activities, including colouring sheets and balloons.

Sabrina Segalov, senior licensing manager at Sanrio, said: “We’re delighted to extend our partnership with McDonald’s to the UK and introduce a new range of sustainable cups as the gift in each Happy Meal.”