Burger King Teams Up With Hello Kitty for a Kids' Meal Promotion With a Golden Catch
Starting this week, the King Jr. Meal comes with a blind-box toy and a shot at a golden Hello Kitty figure, because nothing moves units quite like a little gambling, even at the drive-through.
Burger King is adding mystery-box drama to the kids' menu. Beginning October 20, participating locations nationwide will offer a limited-time Hello Kitty and Friends King Jr. Meal, with one of six toys hidden inside each blind box, developed in partnership with Sanrio. A small number of boxes conceal a rare golden Hello Kitty figure, the kind of chase mechanic that turns a fast-food toy into a secondary market overnight.
The promotion gets a real-world activation on October 23, when a Downey, California, location hosts a one-day Golden Claw Machine event, giving fans a shot at the rare toy without waiting on the drive-through line. It's the latest sign that Sanrio's licensing machine shows no signs of slowing (Hello Kitty turned up in LEGO sets just weeks ago), and that Burger King is still happy to let a decades-old cartoon cat do the heavy lifting on foot traffic that a Whopper ad alone will not generate.
Expect the golden-toy hunt to dominate unboxing videos through the end of the month, giving the chain a cheap, highly shareable answer to the seasonal kids'-meal arms race it fights every quarter against Chick-fil-A and McDonald's.
Source: Burger King
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
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