Industry News | January 11, 2001

Rugrats Towering Tree House at Burger King

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Based on the highly successful Rugrats TV show on Nickelodeon, the Rugrats Tree House promotion will be exclusively available at participating Burger King restaurants in the U.S., Canada and English-speaking Caribbean islands. Beginning on January 15, 2001, the promotion will feature all the favorite Rugrats characters. The eight high-quality themed toys can be enjoyed individually or connected together to create a 17-inch "towering'' tree house — the tallest fully assembled premium ever offered in a kid's meal! The promotion is scheduled to run through February 11th, or while supplies last.

"The Rugrats are currently the number one rated cartoon show on kids' television, entertaining over 21 million weekly viewers, and 2001 will mark the Rugrats' 10th anniversary,'' said Richard Taylor, vice president of marketing for Burger King Corporation. "Having been on top for ten years with no signs of slowing down, the Rugrats property has become a youth entertainment standard. We are very excited about celebrating Nickelodeon's success with the Rugrats through this promotion.''

Two toys will be available each week throughout the promotion for kids to begin "construction'' on their Rugrats tree house. Each individual toy provides plenty of playtime fun and nearly any combination of toys can be used to build a smaller version of the tree house. When all eight toys are collected, they can be assembled to create the ultimate, 17-inch tall tree house.

The series of eight high-quality toys, inspired by the beloved Rugrats characters, will be available with the purchase of a Burger King Big Kids' Meal or Kids Meal and include:

* Angelica's Castle — Press down on Angelica's head and you'll hear what
she has to say to the other Rugrats . Her comments include the
following phrases: "Keep out ... ," "No babies allowed ... " and
"Scram!"

* Flees Bees Chuckie — Wind up Chuckie's part of the tree house and
watch this panicky Rugrat get chased by a swarm of angry bees.

* Bird Catching Tommy — Press down on the leaves attached to Tommy's
part of the tree house and watch Tommy crawl out along a branch and
scare an owl away.

* Round-n-Round Kimi — Press down on the leaves and Kimi performs tricks
on the rings attached to her part of the tree house.

* Baby Dil's Reptar Ride — Press down on the leaves to see Baby Dil
swing around the branch in his Reptar swing.

* Go For Gophers Spike — Wind the knob of the trunk and Spike chases the
gophers who pop in and out of their holes.

* Phil & Lil's SeeSaw — Press down on a branch and Phil and Lil seesaw
in their part of the tree house.

* Race Around Susie — Wind up Susie's car and she drives rings around
the tree house.

In celebration of the Rugrats anniversary and the introduction of Kimi, a new Rugrats character to the TV show, Nickelodeon will host an on-air "Rugrats Tree House'' Sweepstakes. Entry forms for the sweepstakes will be packaged with each Burger King Rugrats Tree House premium. Nickelodeon will build the winner their very own dream tree house in their home or backyard.

The Burger King promotion will be supported with national kid-directed television advertising, which will break on January 15th. The spots were created by Lowe Lintas & Partners. In-restaurant merchandising has also been created to support the promotion.