Despite the soaring popularity of the film in other circles, an advocacy group has asked Burger King to drop Star Wars toy premiums from its Kids Meals, saying consumers are interpreting the promotion as a “tacit endorsement” for anyone, regardless of their age.
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| Burger King’s Star Wars premiums raise concerns for advocacy group |
The Dove Foundation, a non-profit organization formed to encourage and promote wholesome family entertainment, said Burger King is making a mistake tying in to
Star Wars Episode III: Revenge of the Sith because the film is inappropriate for younger children.
The latest Burger King Kids Meal promotion targets children ages four to nine and includes toy premiums from Revenge of the Sith and other Star Wars movies — the QSR’s first global promotion in its 50-year history.
In a letter dated May 19 — the same day Star Wars Episode III: Revenge of the Sith hit theaters nationwide — the Dove Foundation sent a letter to Burger King President Russ Klein asking the chain to cease offering Star Wars premiums.
The letter marks the second time in the foundation’s 15-year history it has asked a QSR to stop distributing movie-themed premiums targeting kids. In July 1992, the Grand Rapids, MI-based foundation challenged a Batman Returns promotion by the McDonald’s Corp., which offered Batman-themed premiums in Happy Meals. The film was the first Batman movie to carry a PG-13 rating. As a result of, McDonald’s ended its promotion early and issued an apology.
In reviewing the latest Star Wars installment, Dove Foundation Chairman Dick Rolfe said Revenge of the Sith is “violent” and is inappropriate for children under 12. Star Wars Episode III: Revenge of the Sith has a PG-13 rating.
“We have no qualms about FOX or about Lucasfilms,” Rolfe said. “We even think the MPAA got it right this time in awarding this PG-13 rating. But we don’t want parents to think Burger King is endorsing this movie by including these toys in Kids Meals. That is exactly what is happening.”
In response, Burger King said its six-week Star Wars promotion, which launched May 11, celebrates the QSR’s history with the Star Wars brand, which dates back to 1977 with the debut of the first Star Wars film. Only four of the 31 Kids Meal toys represent characters from the Sith.
“The 31 toys in our collection clearly celebrate not just one film but the entire Star Wars saga, which is the most popular film franchise in history,” according to a Burger King spokesperson. “The reception at our restaurants and from our customers has been overwhelmingly positive. As with all our promotions, we review all consumer responses and suggestions.”
Regarding the PG-13 rating, Burger King strictly follows Children’s Advertising Regulatory Unit (CARU) guidelines, “which, for PG-13 rated films, include no film clips in children’s advertising, no direct call to action to see the film and rating caution disclaimers in other targeted marketing materials,” the spokesperson said.
The one instance in which Burger King has pulled movie-tied premiums occurred in 1998, when action figure replicas for the PG-13 film Small Soldiers were removed from the market (see PROMO, December 2003).
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