Burger King Corp., 4Kids Entertainment Inc. and Mirage Licensing Inc. will be bringing extreme sports themed TEENAGE MUTANT NINJA TURTLES toys to kids meals. The promotion will run from Jan. 5 to Feb. 1, 2004 at participating Burger King restaurants. In addition, the companies have collaborated on a program to encourage kids to incorporate physical activity into their everyday lives, as part of a partnership with the President's Challenge, a program of the President's Council on Physical Fitness and Sports.
"The Teenage Mutant Ninja Turtles have both a new and retro appeal that will interest parents and our young guests," said Brian Gies, senior director, youth and family marketing, Burger King Corp. "Coupling these heroes with an extreme sports theme allows us to entertain kids as well as educate them regarding simple things they can do every day to harness the fire and energy within each of them."
The five toys will feature Leonardo, Michelangelo, Donatello, Raphael and April engaging in as street luge, skateboarding, motorcross and snowboarding. The characters will also be used in physical activity ads on restaurant tray liners, kids meal bags, birthday mailers, ADVENTURES newsletters and online at burgerking.com.
The Burger King system operates more than 11,350 restaurants in all 50 states and in 57 countries and territories around the world. 91% of Burger King restaurants are owned and operated by independent franchisees, many of them family-owned operations. Burger King Holdings, Inc. is private and independently owned by an equity sponsor group comprised of Texas Pacific Group, Bain Capital and Goldman Sachs Capital Partners.
Headquartered in New York City with international offices in London, 4Kids Ent. Inc. is a global provider of children's entertainment and merchandise licensing. 4Kids, through its wholly owned subsidiaries, provides domestic and international merchandise licensing; television, film, music and home video production and distribution; media planning and buying; product development; and Website development. For further information, visit www.4KidsEntertainment.com.
Northampton, Massachusetts-based Mirage Licensing, Inc. is the licensing arm of a group of companies, including Mirage Studios, Mirage Management and Mirage Publishing. For 18 years, the company has administered, nurtured and protected the TEENAGE MUTANT NINJA TURTLES property.
Rick DeMott
Animation World Network
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