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I tried McDonald's new Minecraft meal. The food didn't impress me, but the packaging and collectibles won me over.

The Minecraft Meal in its full glory.
  • McDonald's is launching a Minecraft meal worldwide as part of a promotional campaign for the movie.
  • I tried it in the UK, where it features a spicy "Nether Flame Sauce" and an apple-cake McFlurry.
  • I thought the McFlurry was too sweet, but I loved the theming and attention to detail.

McDonald's has become the latest company to partner with Minecraft to promote the upcoming Minecraft movie.

The fast-food giant is launching two Minecraft meals, one for adults and one Happy Meal. In a rare move, the adult meal also comes with a collectible item.

The limited-time meals will be available at McDonald's restaurants in the US on April 1. At McDonald's in the UK, where I tried it, the meals come out March 26.

"A Minecraft Movie" releases worldwide on April 4, with Warner Bros. and Legendary Pictures, the studios behind the film, hoping to cash in on the game's enormous popularity.

It's not Warner Bros. first collaboration with McDonald's. The two have partnered to promote several other movies including "The Lego Movie" and "Space Jam: A New Legacy." The partnerships entice fans into McDonald's as well as providing extra advertisement for the movies.

I was invited to the meal's London launch to get an exclusive first look at the collaboration. Here's what I thought.

Arriving at McDonald's Cambridge Circus location in Central London, I was greeted by some impressive theming.
Even the Golden Arches got a new look for this event.

I have limited Minecraft knowledge, but for those new to the franchise just know that the theme is "blocks." Everything in the game comes in cube form, including the people and animals that inhabit its world.

The event space had been decorated to match this, with the Golden Arches getting a blocky, grassy makeover.

The entire downstairs dining area had been redecorated to match the theme.
Bags of colorful gems adorned the dining area, along with block-shaped grass and trees.

Regular dining tables had been covered with artificial turf, cube-shaped bushes, and sacks of colorful gems.

While they looked appetizing, like sugar glass or hard candy, I was told the gems were not edible nor a part of the themed meal. Sad.

Posters explained the meal to guests.
An overview of what customers can expect to get.

The standard Minecraft meal includes nine McNuggets — 10 in the US version of the meal — fries, a drink, and a collectible. You also have the option to add a new, limited-edition "Nether Flame Sauce."

I was told you can swap the McNuggets for a Big Mac.

In the UK, there is also a "Veggie Dippers" version of the meal, which subs the chicken for breaded, plant-based bites.

I was intrigued by the "Crafted for Adults" messaging and the collectibles on offer.
The Minecraft Hamburglar piqued my interest.

Unusually for McDonald's, the Minecraft meal comes with a collectible despite being marketed as a meal for adults.

This is something they have only done a handful of times, like a "Friends" collaboration in Spain for the show's 30th anniversary.

On offer with each meal is a collectible figure and accompanying trading card. On the back of a card is a QR code — scanning it allows you to redeem an item in the game.

There are six collectibles in total. First, this "Zombie Hamburglar" figurine.
The Zombie Hamburglar figurine was a strong start.

The collectibles come inside a small cardboard box designed to look like a Minecraft chest. They pay tribute to both Minecraft and to McDonald's characters and foods.

This one blends the famous Hamburglar with a Minecraft zombie, because what could be more terrifying than an undead creature who also has no respect for law and order?

The second collectible is a "Birdie Wings" figure and card.
Unfortunately I did not get the Birdie or Wings references with this one.

This collectible blends McDonald's character "Birdie The Early Bird" with "Elytra," which are wings from Minecraft that enable the player to fly. Sadly both references were completely lost on me.

Option three: a "Grimace Egg."
This one might have been my favorite.

Everybody knows and loves Grimace, the anthropomorphous McDonald's eggplant thing.

Reading between the lines here, McDonald's seems to be implying that Grimace lays eggs, which I assume then hatch into more Grimaces? Grimace? Grimmi?

That said, look at his little face! I love him. 10/10 no notes. This is the best one.

Another option is a block-shaped Big Mac, the "Big Mac Crystal."
The Big Mac block actually does look pretty appetizing.

Kudos to McDonald's for creating a burger so well-known that it's immediately recognizable even when heavily pixelated. You don't eat this thing, you 8-bit(e) it.

McDonald's fries have been transformed into a helmet, like those worn by characters in the game.
Would you like fries with hat?

In the Minecraft game you can equip your character with helmets to provide protection against monsters. This one would be especially effective against Creepers or Endermen who happen to be on a keto diet.

I loved how detailed the "Soda Potion" collectible is.
The attention to detail is genuinely impressive.

Finally there's the Soda Potion. The level of detail on this was particularly good, with vibrant colors and tiny pixelated shading to give a bubbly effect. It even has a tiny McDonald's straw tip poking out the top.

Then it was time to try the meal itself.
The Minecraft Meal in its full glory.

I got the standard McNugget version of the meal, which costs £8.19 ($10.62) in the UK. While McDonald's hasn't been too ambitious or innovative with the food options themselves, I was impressed by the level of artistic detail on display on the packaging.

Small touches like Minecraft-ifying the packaging went a long way.
The themed touches are subtle yet effective.

The packaging for the Minecraft meal has been pixelated to echo the iconic blocky Minecraft style. This includes the Golden Arches logo, as well as the text and imagery on the McNugget box.

I wanted to try one of the new menu items: Nether Flame Sauce.
The packaging suggested a good level of spice.

"The Nether" is a dimension you can access in Minecraft. It is filled with lava and dangerous monsters.

The packaging of the Nether Flame Sauce certainly hinted at fiery flavor, with pixelated flames adorning it. Would it deliver?

The Nether Flame Sauce was surprisingly spicy and flavorful.
The sauce packed a punch.

While biting into a Nether Flamed McNugget may not have felt like battling the Ender Dragon, it definitely had some heat to it.

I got a strong habanero flavor with a touch of sweetness. While I'm no hero when it comes to spice, this was definitely at the upper end of my heat tolerance. If you enjoy hot sauce, it's definitely worth a go.

Like all the Minecraft meals, mine came with a collectible hidden inside a cardboard chest.
Which treasure would my chest contain?

I like the Minecraft chest boxes that come with the meals. They really do resemble the chests you can store your items inside of in the game.

Having seen all the collectible options, I was hoping to open my box and find the Hamburglar Zombie or the Grimace Egg — what awaited me?

I got the Birdie Wings figure and card. Devastating.
Womp womp.

I contemplated leaving the box unopened in the hope of selling it for $1 million in 20 years' time like a packet of first-edition Pokémon cards, but my curiosity got the better of me.

Sadly I pulled what is probably my least favorite of the collectibles, Birdie Wings. She smugly T-posed and watched me while I sulkily ate the rest of my nuggets.

I ended the meal with the new Minecraft-themed McFlurry, which will be available in the UK.
The pixel packaging continued with the McFlurry.

I'm a sucker for a McFlurry (on the rare occasion the McDonald's ice-cream machine is functioning) and was intrigued by this new apple-cake flavor. It costs £2.19 ($2.84), but there is also a smaller version for £1.69 ($2.19).

A base of vanilla ice cream gets topped with cubes of apple and shortcake, then a healthy drizzle of a luminous green apple sauce. The cubes of cake make sense given the Minecraft theme, but I'm not sure if apples are a core part of the game.

The apple cake pieces were nice, but the sickly green apple sauce completely ruined the McFlurry for me.
I think they mixed this up with a future Shrek meal.

The apple-cake McFlurry was a bust for me. I enjoyed the texture of the crunchy cubes, which I'd broadly describe as vanilla and apple flavored. What ruined the sundae was the syrup it's served with.

It was sickly sweet, strangely gloopy, and had an artificial fruit flavor that completely overpowered everything else. I could only manage a couple of mouthfuls before I had to put it down.

The food didn't blow me away, but I was impressed by how McDonald's captured the spirit of Minecraft.
I'm still not sure if I'll actually see the movie.

In pure food terms, McDonald's hasn't gone too wild on any new menu items for this collaboration.

That said, I was really impressed by the attention to detail that has gone into the packaging and the collectibles, which made this promotion feel like a genuinely cool and fun event instead of a bland, corporate PR move.

Will I be rushing to see the movie on opening day, or downloading the game and starting a world right away? Probably not. Do I wish more "adult" fast-food meals tapped into the childlike joy of toys and theming? As it turns out, absolutely.

Read the original article on Business Insider
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