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.
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.
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