Industry News | March 7, 2002

"Ice Age" Hits Burger King Restaurants with New Toys, Treat

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There's a cold front fast approaching all Burger King restaurants, and it's bringing a glacier-sized promotion tied to the eagerly anticipated CGI-animated comedy "Ice Age" in its wake.

For five weeks, beginning March 11, Burger King Big Kids' Meals will include one of ten collect-and-connect "Ice Age" character toys that spin, skid, loop, and tumble as they play out comical scenes from the movie. Burger King restaurants are also offering a frozen treat, the Blue Cherry Frozen Float, for a one-of-a-kind icy thrill.

" 'Ice Age' is a highly anticipated movie among our Big Kids customers, so we're very excited to be working with Twentieth Century Fox to offer these collect-and-connect toys that bring the spirit of the film into our restaurants,'' said Rick Dow, senior vice president of marketing programs and sales at Burger King Brands, Inc.

Each toy has its own function from looping, bouncing, and twisting to crashing, sliding, and spinning. Any two or more toys can be combined to trigger a domino-effect "avalanche.'' When two or more toys are connected, they recreate a memorable scene from the movie: the dramatic ice slide sequence. Each toy is made with translucent material that captures the winter environment of the film.

"We were particularly excited to work with Burger King because so many of its customers are our movie's prime audience. Burger King Corporation also has an excellent reputation for creating high-quality premiums that remain true to the property,'' said Jeffrey Godsick, executive vice president of publicity and promotions at Twentieth Century Fox.

Along with the "cool'' toys, Burger King has created a new blue treat that kids can "chill out'' with while they're having fun. The Blue Cherry Frozen Float is a modern and more colorful take on the traditional ice cream float. Each treat features a Burger King vanilla ice cream shake topped with Frozen Minute Maid Blue Cherry drink. This new creamsicle-style treat features limited-time cup graphics and a sub-zero blue straw. The drink comes in medium and large for the recommended retail prices of $1.59 and $1.79 respectively.

The promotion will be highlighted in a new 30-second television advertisement that will air nationally for four weeks beginning March 11, 2002. Created by Burger King Corporation's kids advertising agency of record, Campbell-Mithun, the commercial features the new Blue Cherry Frozen Float along with the Ice Age characters. The spots will air during kid-oriented programming.