Dangerous and Daring Burger King
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Fast food restaurants have often had book-related toys, but usually those are released in conjunction with a film or television show based on the book, one step removed from the original content. The Dangerous and The Daring books aren't being adapted and re-released, as far as I know at the moment, but Burger King says the promotion was chosen because those books are "a perfect example of the brand harnessing the popularity of the books and bringing that sense of adventure into Burger King restaurants." Books and adventure — and fast food! Sure, I play my hipster card and mock any attempt of mainstream culture to spread outside its banks, but I can't help but be pleased with the attempt.
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From a kid's standpoint, compared to a Devo toy, an educational toy might seem to suck, but other restaurants have done a better job of it in the past. Come on: last fall Arby's had a "metal detector" as a kid's toy reward. Sure, you can't expect to find lost gold with it, but even if it remotely detects the difference between a nickel and a finger, you've got something there. My daughter got a Spy Kids themed camera in a McDonald's Happy Meal a few years ago, and it actually took pretty good pictures for an all-plastic 110 (Lomo enthusiasts probably would pay $50 for one now). One big feature of the Dangerous and Daring books are how they encourage kids to interact with the outside world around them — a snake-shaped penlight is hardly doing the job. D also remarked that the timing was rather odd: a book of activities, fun, and games might have been better timed for the spring, before school was out. The toys may not spread the safe subterfuge of the two books, but the wall-sized posters and banners hung in fast food restaurants around the U.S. will hopefully make a difference. The toy might be discarded before the kid gets back to her carseat, but we can hope that the seed was planted, and a Daring Book for Girls will appear under her Christmas tree in a couple months.
Labels: advertising, children's books, fast food