Industry News | August 4, 2009

Burger King Features Movie Toys in Kids Meal

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Burger King Corp. kicks off its sponsorship of the action-packed movie “G.I. Joe: The Rise of Cobra,” which hits theaters on Aug. 7. The film marks the third blockbuster teaming of the summer as part of the ongoing marketing partnership between Burger King Corp. and Paramount Pictures.

Each BK Kids Meal will come with one of eight “G.I. Joe: The Rise of Cobra” toys inspired by the film. The toys are available at participating BURGER KING restaurants while supplies last.

“With the excitement building around ‘G.I. Joe: The Rise of Cobra,’ we looked forward to the buzz and enthusiasm that our customers bring to BURGER KING restaurants for our themed kids meal toys,” says Cindy Syracuse, senior director, cultural marketing, Burger King Corp. “We have been able to give our restaurant guests access to this summer’s hottest blockbusters through our partnership with Paramount Pictures, and we’re thrilled to end on the high note that is ‘G.I. Joe: The Rise of Cobra.’”

In addition, the kids program will be supported by in-restaurant merchandising, inclusion in the BURGER KING Adventures Newsletter for kids, and national television advertising. The advertising spots feature kids enjoying a BKKids Meal and playing with the toys as their dad tries to get in on the fun by dressing up as Snake Eyes.