Global Simpsons Kid's Meal promo kicks off at Burger King

20th Century Fox L&M teams with restaurant chain for major new promotion.
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20th Century Fox Licensing & Merchandising has joined forces with Burger King for a global Kid's Meal promotion featuring The Simpsons.

The 'Hang Out with The Simpsons' drive will launch simultaneously in the US, as well as 58 territories across the globe, marking the largest Kid's Meal campaign based on a television programme.

It will also be supported by an extensive marketing campaign including national TV advertising and in-restaurant merchandising.

During the campaign, everyone who purchases a Kid's Meal will receive one of six new character-themed collector toys. The toys join together allowing people to 'collect and connect' to make their own couch adventure.

"The power and appeal of The Simpsons brand continues to build globally and the biggest endorsement of this strength is the fact that this promotion is happening without the support of any major tentpole event," said Elie Dekel, executive VP for 20th Century Fox L&M. "There is no DVD or film release, yet the size and scope of the Hang Out With The Simpsons promotion is one of our biggest yet."

Cindy Syracuse, senior director of cultural marketing at Burger King, added: "Burger King Corp has a long and mutually beneficial history with The Simpsons property, because it's been enormously popular with our restaurant guests."

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