Burger King, a leading hamburger chain, has decided to back RUGRATS IN
PARIS with a licensing campaign to coincide with the film's Thanksgiving
release. Burger joint cross promotion of films released in the holiday
season means big money for both parties. Burger King opted to work out a
deal with the Nickelodeon/Paramount sequel to RUGRATS: THE MOVIE, which it
backed in 1998, instead of DR. SEUSS' HOW THE GRINCH STOLE CHRISTMAS,
starring Jim Carrey. Insiders say Burger King may drop US$20 million into
marketing and ad campaigns for the film. Nick and Burger King have plans to
create an original Web site to highlight the promotion, along with material
on Nick.com and in Nick Magazine. To date, the first RUGRATS feature has
made US$105 million in the U.S. Burger King is banking on the idea that
kids can recognize the Rugrats better than the classic mug of the Grinch.
Rick DeMott
Animation World Network
Creator of Rick's Flicks Picks
