Thursday, January 5, 2012
Burger King debuts BK Kids Meal War Horse backpack
Miami, FL--For the first time ever a fast food chain restaurant has partnered with a PG-13-rated Hollywood film for the purposes of marketing and selling merchandise with kids meals. The popular Steven Spielberg-directed War Horse has joined with Burger King to launch a series of children's products including an oversized school horse backpack (pictured above). "We realize this is a gamble because the movie is rated PG-13 and this seemingly reduces a large chunk of our kids meal intended audience," said Beverly Morton, Burger King's director of North American sales. "That being said, huge numbers of under 13's are seeing the film--including my 8-year-old--and requesting the backpack at our restaurants. In addition, adults are purchasing kids meals solely for the purpose of receiving a War Horse backpack." Burger King claims in TV ads that each backpack contains one strand of hair from the real horse of the movie.