Children's advertising[edit] Edit

Children's logos[edit] Edit

Burger King created a separate logo for its children's products with the introduction of its Burger King Kid's Club in 1990. The original logo, an inverted triangle with blue text, was used in television and print advertising, signage, toy and meal packaging. Burger King changed this logo several times and introduced several local versions in its international market. In 1996, the company replaced the original logo with one similar to its corporate "bun halves" logo, the original Burger King text logo on a single line with the text "Kids Club" text under it on two lines.[46] The most current logo in North America is for its "Club BK" program which it introduced in July 2008.[47]

Starting in the 1970s and running into the 1980s, Burger King's "Kids' Club" program gave children coupons for selected products each month, a small toy, and a surprise on the child's birthday. Burger King has been known for its paper crowns, which are sometimes redesigned to match any promotions the restaurant may be running. The original "Kids' Club" advertising featured a small, animated King character Called "Kurger Bing",[48] who would travel on a modified chopper with athrone as the seat, visit a Burger King store and present the children with small gifts. The tag line was "Burger King: Where kids are King!"

The "Marvelous Magical Burger King"[edit] Edit

In 1976, the original animated King was replaced by the "Marvelous Magical Burger King". He was a red-bearded, Tudor-era king, played by Fred Barton, who ruled the Burger King Kingdom and performed magic tricks that were mostly sleight-of-hand, but sometimes relied on camera tricks or involved his "Magic Ring" which could summon copious amounts of food. Other Burger King Kingdom characters included:

  • The Duke of Doubt was the King's nemesis, who constantly tried to prove that the King's magic was not real; he always failed, and each commercial that featured him ended with the tag-line, "No doubt about it, Duke."
  • The Burger Thing, a large, three-dimensional painting of a hamburger that talked.
  • Sir Shake-A-Lot, a knight who was often physically shaking; he had a craving for Burger King milkshakes and armor made of BK Cups.
  • The Wizard of Fries, a robot that could "multifry," or generate French fries when it was given a sample.

This campaign paralleled McDonald's McDonaldland children's commercials, which featured "Ronald McDonald," "The Hamburglar," and "Mayor McCheese," along with other characters and mascots.

The ads featuring the Burger King Kingdom were phrased out by the late 1980s in favor of the BK Kids Club.