Design-led brand Withit is partnering with Burger King for an international back to school BK Kids Meal promotion.
A range of six 'Cool School Tools' can be found in the meals as part of the four to six week initiative, which kicks off tomorrow (August 28th).
The promotion will run in the UK, as well as several European and Middle Eastern markets.
Six of the most popular Withit characters - including Glamour Puss, Cheeky Monkey, Rock Chick, Happy Bunny, Top Dog and Easy Tiger - will be seen on point of purchase merchandise in Burger King outlets, as well as on packaging and premiums. Over four million items are set to be circulated.
Withit characters began to appear just over a decade ago, with the gallery now having grown to 17 characters, each with its own look and style.
"The success of the Withit concept in licensing and retail terms is already impressive, but the popularity of these likable, quirky and fun characters is still growing, as the partnership with Burger King proves," said Jane Evans Licensing Consultancy MD, Jane Evans, which has been implementing the brand licensing strategy on behalf of Withit and managing other agents across all European territories.