Grimace’s Birthday

Grimace’s Birthday is a 2023 browser-based platformer game developed by Krool Toys and published by McDonald’s as a promotional title coinciding with the launch of the Grimace Shake. Players control Grimace through four levels with two stages each, featuring skateboarding, bubble floating, and collecting Grimace Shakes for bonus points, all while searching for missing McDonaldland friends before midnight.

Grimace’s Birthday: Review

In the summer of 2023, a purple blob named Grimace—long relegated to the sidelines of McDonaldland lore—stole the spotlight in a way few could have predicted. Grimace’s Birthday, a browser-based platformer commissioned by McDonald’s and developed by Brooklyn indie studio Krool Toys, emerged not just as a clever marketing tie-in but as a genuine love letter to retro gaming. Released to coincide with the launch of the Grimace Shake and the limited-edition Grimace Birthday Meal, this compact Game Boy Color-style adventure surprised critics and players alike with its polish, charm, and unexpected depth. More than a fleeting promotional gimmick, it became a cultural moment—a reminder that nostalgia, when executed with care, can resonate far beyond its commercial origins.

Development History & Context

The seeds of Grimace’s Birthday were planted in early May 2023, when McDonald’s marketing team, working with the Portland-based agency Wieden+Kennedy, sought a novel way to celebrate the mascot’s fictional birthday. Rather than relying on traditional advertising, they turned to Krool Toys, a small studio founded by Tia Chinai and Stefan Cohen, known for their work in the Game Boy homebrew scene. The project was greenlit with astonishing speed—development began in early May and the game launched on June 12, just seven weeks later.

This breakneck timeline was made possible by GB Studio, a free, open-source tool that allows developers to create games compatible with Game Boy hardware without traditional coding. Krool Toys’ team—comprising artist and designer Tom Lockwood (Gumpy Function), programmer Bryan Taylor (Pearacidic), and composer Blezz Beats—leveraged the tool’s streamlined workflow to maximize efficiency. Weekly meetings with McDonald’s ensured the game adhered to brand guidelines, with adjustments made to maintain the company’s family-friendly image (e.g., replacing hazardous elements with safer alternatives).

The game’s retro aesthetic was no accident. McDonald’s aimed to evoke “childhood memories” of the brand, tapping into the intersection of nostalgia and internet culture. By choosing the Game Boy Color as its visual and mechanical template, the game appealed to both older gamers who remembered the handheld era and younger audiences drawn to the resurgence of retro gaming. This decision also aligned with the broader Grimace Shake campaign, which leaned heavily on social media virality—particularly on TikTok, where users created surreal, horror-themed memes around the purple shake.

Narrative & Thematic Deep Dive

At its core, Grimace’s Birthday is a simple, heartwarming tale. Grimace awakens on his birthday to find his McDonaldland friends—Birdie the Early Bird, the Hamburglar, and the McNugget Buddies—missing. With only 30 minutes before his party ends, he embarks on a quest across four levels to locate them, collecting Grimace Shakes along the way to ensure there are enough for his guests.

The narrative unfolds through brief, charming cutscenes and environmental storytelling. Each level introduces a new friend to rescue: Birdie in the urban skate park of Level 1, the Hamburglar in the expansive fields of Level 2, the McNugget Buddies in the candy-themed landscapes of Level 3, and finally, the party venue in Level 4. The plot culminates in a joyful celebration, complete with a cake-blowing mini-game and the sharing of the iconic Grimace Shake.

Thematically, the game explores friendship, nostalgia, and the joy of celebration. Grimace’s journey is less about overcoming grand adversity and more about reconnecting with loved ones—a fitting metaphor for McDonald’s own efforts to rekindle emotional connections with its audience. The game’s lighthearted tone and colorful visuals reinforce its message of unbridled joy, while its retro presentation evokes a sense of timelessness.

Gameplay Mechanics & Systems

Grimace’s Birthday is a side-scrolling platformer that alternates between two distinct gameplay styles: skateboarding and traditional platforming. The first stage of each level places Grimace on a skateboard, navigating ramps, rails, and obstacles to build speed and score points. Tricks like kickflips, 50-50 grinds, and darkside grinds are performed using precise button inputs, with the game offering automatic grinds on Normal difficulty and manual control on Hard for added challenge.

The second stage of each level transitions to platforming, where Grimace must navigate gaps, avoid enemies, and utilize a bubble power-up to float over hazards. The bubble mechanic, reminiscent of classics like Balloon Fight, adds a layer of strategy, as players must balance upward momentum with precise timing to avoid pitfalls.

The game features three modes beyond the main story: Score Attack, where players aim for high scores within a time limit; Freeskate, which allows unlimited exploration without constraints; and the core narrative mode, which must be completed within 30 minutes. Collecting Grimace Shakes—40 in total across all levels—contributes to the final score but is not strictly required for progression.

Controls are intuitive, with arrow keys for movement, Z for jumping and actions, and X for tricks. The game’s pacing is brisk, with each level designed to be completed in a few minutes, making it accessible to both casual players and speedrunners.

World-Building, Art & Sound

The world of Grimace’s Birthday is a vibrant, pixelated reimagining of McDonaldland, rendered in the unmistakable style of Game Boy Color titles. Each level is distinct, from the urban skate park of Level 1 to the candy-themed landscapes of Level 3, with meticulous attention to detail in both foreground and background elements. The art direction, led by Tom Lockwood, captures the essence of retro gaming while infusing it with McDonald’s branding—Grimace Shakes, golden arches, and familiar characters all make appearances.

The soundtrack, composed by Blezz Beats, is a standout feature. Upbeat, chiptune tracks complement the game’s cheerful tone, with birthday-themed melodies underscoring the celebratory atmosphere. Sound effects, from the satisfying crunch of landing a trick to the whimsical pop of a bubble, enhance immersion without overwhelming the player.

The game’s technical execution is equally impressive. Developed in GB Studio, it runs smoothly in browsers and can be played on original Game Boy Color hardware via ROM. The decision to include a DMG lock-out screen for original Game Boy devices demonstrates a commitment to authenticity, ensuring the game is experienced as intended.

Reception & Legacy

Upon its release, Grimace’s Birthday was met with widespread acclaim, surprising many who expected a shallow promotional tie-in. Critics praised its polished gameplay, nostalgic presentation, and unexpected depth. Andrew Liszewski of Gizmodo called it a “surprisingly solid platformer,” while Zoey Handley of Destructoid expressed delight that the game was “actually good,” highlighting its “well-executed variety” of modes.

The game’s brevity—just four levels that can be completed in 15–20 minutes—was noted as a limitation, but its free availability and replayability through Score Attack and Freeskate modes mitigated this criticism. Its accessibility also made it appealing to non-gamers, further broadening its appeal.

Beyond its critical reception, Grimace’s Birthday became a cultural phenomenon. The Grimace Shake campaign, of which the game was a part, generated over 3 billion views on TikTok, with users creating surreal, horror-themed memes around the purple shake. The game’s integration of Grimace Shake collection mechanics indirectly supported the promotion’s success, contributing to McDonald’s U.S. comparable sales growth of 10.3% in Q2 2023.

The game’s legacy extends beyond its immediate impact. It inspired a wave of indie Game Boy-style games and McDonaldland-themed revivals, while cultivating dedicated fan communities around speedrunning and retro emulation. Its availability as a downloadable ROM has ensured its longevity, allowing it to be played on original hardware and emulators alike.

Conclusion

Grimace’s Birthday is more than a promotional game—it is a testament to the power of nostalgia, creativity, and thoughtful execution. By blending retro aesthetics with modern accessibility, it transcends its commercial origins to become a genuine piece of gaming history. Its success lies not just in its technical polish or charming presentation, but in its ability to evoke joy and connection, much like the McDonald’s brand it celebrates.

In a landscape where advergames are often dismissed as cynical cash-grabs, Grimace’s Birthday stands as a rare exception—a game that honors its source material while delivering a memorable, heartfelt experience. Whether you’re a fan of McDonald’s, retro gaming, or simply good design, this purple blob’s birthday bash is an invitation worth accepting.