Burger King Gives Kids’ Meals the Royal Treatment
Earlier this month, in a bid to become kids’ meal royalty, Burger King rolled out a new kids meal box design.
The packaging of the newly christened BK Crown Meals incorporates a removable crown into the box itself kids can wear. The box is definitely snazzier than the old packaging, which was typically a brown paper bag featuring some generic copy that kids (well, mine at least) never gave a second glance before tearing into the bag to get their toy.
The revamp also includes offering a breakfast meal for kids, a package meal deal for families and a new website, BKCrown.com. There, kids can play games and have their scores posted on a leaderboard.
On a more charitable note, kids can enter a code from their box and vote on an a charity for Burger King Corp. to donate to, including Wildlife Conservation Society, National Parks Conservation Assoc., DonorsChoose.org or Burger King Scholars.
One thing that won’t be on the box is the recently dropped creepy King mascot. As Alex Macedo, senior vice president of marketing for BK told USAToday, “The king is the child.”
For my kiddos, the new box was a hit. They were pleasantly shocked that Burger King was doing something more akin to McDonald’s Happy Meal packaging, which varies with each toy/movie tie-in promotion. The crown was a nice touch, and the two boxes we picked up in early November stuck around our house for a few weeks until I could throw them into the recycling bin when the kids weren’t looking.
