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By
Julian H. Betancourt |
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RETURN OF
THE SALTY FRIES
BURGER KING'S
DVD SUPER D TOYS
COLLECTION AND MORE
A
short time ago, in a Burger
King not so far away
...
Just
five short months after
Burger King's
promotional campaign for Revenge of the Sith in theaters, the
fast food chain returned with another attack of collectible
memorabilia. This time around the promotion was geared towards
the release of the film on
DVD.
For a
period of four weeks, Burger
King dressed up
again in Jedi robes and decorations abounded with a multitude
of promotional items covering windows and doors, countertops
and drive-thru areas. As with any promotion well worth the
time, Burger
King opened up a new
section of their website detailing the items available. TV
commercials ran frequently backing up the celebration and
making everyone aware Star Wars was back at the
King's castle.
Once
again I took it upon myself to make the supreme sacrifice of
falling into the "Fried Side," just to get a hold of
everything available. Once again I took the chance of becoming
victim of the painful effect of ingesting meat of an unknown
origin. Luckily for myself and others, the items were
sold without having to buy a meal at many of the restaurants.
The promotion was awaited and well received by fans who
felt Burger
King had brought
back the fun into their restaurants with more collectibles
just in time for the DVD
release of Revenge of the Sith. Although the campaign didn't
officially start until November 7th 2005, the stores received
the toys and other promotional items earlier than expected,
unofficially starting to sell the collectibles to some lucky
folks sooner than originally planned.
Following
is a complete Guide of all the merchandise available during
the DVD Movie
release campaign, not only in America but globally as well. We
hope you enjoy the reading and that its in depth look will
serve as a complete reference of this promotion for years to
come. Have fun!
BURGER KING'S
"ROTS" DVD
PROMOTION:
SUPER -D TOY COLLECTION
While
the earlier campaign encouraged customers to play the "Choose
your Destiny" game with a chance to win a variety of
prizes, this time around there was a bigger emphasis made on
encouraging fans to "Complete the Saga" and collect an all new
set of 17 Super D toys made of characters from all 6 movies.
As a note of interest, presumably as left over stock, several
of the toys from the previous promotion were also sold at some
restaurants.
The new
toys came packed with a nice array of play features and were
sold for approximately $1.04 however prices varied by
location. The toys were distributed in the same fashion as in
the year's earlier theater promotion. Here are all the
details on their release:
WAVES: Mimicking
the previous promotion, the toys were broken down into Waves.
Since this time around the amount of figures was less, just 4
Waves were released containing 4 figures each. Every week, the
assortment of figures was different. Sixteen out of the 17
toys making up the collection were heavily packed. Again,
short packed and available each week was another Darth Vader
chase figure with a sound chip. Just as in the earlier
promotion, stores usually ran out of Vaders very quickly.
CASE ASSORTMENTS:
There were four different case assortments of Super- D toys
and these were released in order week by week for the 4 week
promotion window. Each assortment was packed in cases
containing a total of 200 figures. Each case contained 49 of
each figure (4 different ones) plus just 4 Darth Vaders.
Here
is the order in which each assortment was released:
TOY GENRES AND THEIR CHARACTERS: There
were four different toy genres. Every week one toy from each
genre was available thus creating a 4 toy assortment. Here are
the names given to each genre and the names of the characters
and vehicles within them:
TOY
DESCRIPTIONS: Based on the
simple fact these are fast food premiums with a low retail
price, it is more than fair to say they exceeded expectations
by exhibiting a sturdy construction, interesting play
features and fantastic likeness to the film characters they
represented. Unfortunately even this second time around, there
were key characters not offered while others, previously
released, came back for a second round. Although different in
design and playability, these second term figures such as Yoda
or Artoo could had been left out in favor of other unproduced
characters such as Lando, Qui- Gon or even Greedo.
Let's
take a look now at the toy's packaging and toys, reviewing
them by categories and commenting on their most interesting
characteristics.
PACK IN BOOKLET:
Each toy came packed in a clear plastic bag with a booklet
inside showing instructions for each toy category. For
instance all cosmic cruisers shared the same booklet's
graphics explaining how to be activated. The same pattern was
followed for the remaining toy categories, except for Vader's
because the toy presented a unique feature not found in the
rest. Included within the booklet was a diagrammed list
showing all 17 toys. The booklet also offered an official BK
Kids Club membership application.
GALACTIC SPINNERS:
This category is made of characters that come apart
into top and bottom haves. Although the lines of the sculpt
perfectly match each section, there is however some slight
color changes between the two parts. Some top halves show a
shiny finish, while their bottom halves are dull. This is
clearly noticeable in the Emperor and Chewbacca. Their play
feature follows the same principle as a table top, using a
long swiping motion to activate the spinners. While the bottom
halves (legs) serve as the bases to store and display them,
the top halves hold the spinner which revs up when placed on a
flat surface. Up to this point I haven't been able to make any
of Spinners spin, at least not as drawn in the instructions.
Poor skills? ...Perhaps.
SHADOW CASTERS: One
of the best likeness (Bail Organa) in the set are part of this
category. Their play feature is simple yet attractive and
works best in a dark area, avoiding as much light as possible.
By pressing down a button on their backs, a red image is
projected from an "eye" under their feet. All needed to be
done is to point the figure towards a wall for the image to be
cast on it. Here is the name of each shadow caster along with
the name of the character within the image.
COSMIC CRUISERS:
Probably the weakest category of the set due to their more
child-direct appearance, having less realistic likeness than
the rest of the sculpts. The way these vehicles activate is
simple. Each cruiser comes packed with a rather large plastic
key to be inserted into an opening on their backs. A click is
heard when the key has been properly pushed in. At this point,
it is time to squeeze on its sides and activate the spring
loaded mechanism which detaches the vehicle from the key
sending it off on a rolling "mission" Although as mentioned
each vehicle brings its own key, one key can be used for all
the cosmic cruisers. The keys are also color coded, matching
the overall color of each cruiser. Here are the names of each
cruiser and the color of their corresponding key:
JEDI WISDOM: Answers
full of wisdom get revealed beneath the feet of each figure in
this category. All the inquisitive owner has to do is hold the
figure upright, ask him a question, shake the toy, turn it
upside down and .. Bang! the question gets answered by looking
at the answer written on a cube trapped within a magic liquid
solution inside the toy. Turn the toy upright again, ask
another question and shake him one more time for a different
answer. Each toy offers a set of six answers with some of them
repeating from toy to toy, while others are unique to the
given character. Here is the name of the toy along with the
answer to be found:
ELECTRONIC DARTH VADER:
Once again, the chase figure in the series came with a unique
feature no other toy in set shared. By pressing down
on Vader's chest panel, the electronic feature becomes
activated translating into clearly audible breathing sounds: "Whoo-shhh"
BURGER
KING'S "ROTS"
DVD PROMOTION:
DESTINY WATCHES
In
addition to the Super -D toy collection, great attention was
also paid to promoting a set of 6 reversible watches,
beautifully presented in elongated silver aluminum tins,
commemorating a different Episode from the Saga. The tins
sported stylized embossed images, embossed Star Wars logo
top and one of six titles from the Saga. Each tin with watch
was protectively sealed from scuff marks and scratches using a
tight, clear plastic wrap.
The
"Destiny watches," as they were called, featured a
reversible latch mechanism that allowed for each half of their
wristbands to be swiveled independently. In turn and since
each side of the wristbands presented two completely different
patterns, the reversible feature allowed for the watches to be
worn eight different ways.
The
watches were designed using a common liquid crystal digital
faceplate, telling the time month and date. However, they
could be flipped around to reveal a holographic image on their
reverse. A leaflet with instructions on how to set the watch
and how the reverse the wristbands was packed within each tin.
If
one is to consider all the features the watches offered, these
were well priced at just $1.99 with the purchase of any Adult
Value Meal. Although their bands had flashy colors and the
overall design was clearly child intended, the tins were truly
nice collectibles for the adult collector, making the set fit
for the young and the old alike.
Here
is a list of each Destiny watch, the corresponding holographic
image on their reverse along with detailed pictures of each
one of them:
BURGER
KING'S "ROTS"
DVD PROMOTION:
LENTICULAR CARDS
Burger
King Corp. offered
its first-ever official stored-value/gift cards with this
promotion. The program was launched to build brand loyalty
among customers, drive trial with gift card recipients
and provide the guests with a piece of Stars Wars history that
they could use again and again. The cards were made available
in more than 7,000 Burger
King restaurants
nationwide.
This
fantastic set of six exclusive designs "Have It Your Way"
Lenticular cards embraced heroes and villains from all six
films and each of them was devoted to one Episode in the
series. They could be used as prepaid credit only at
Burger
King
restaurants either for food or collectibles purchases. In
order to obtain one of these cards, a minimum balance of
$10.00 was required. This balance could be loaded with up to
$100.00. While most places actually followed this policy
others, not too familiar with it, sold the cards for $1.00
each or gave them away to customers who asked for them. That's
when some of us got lucky picking up a free set or two. The
cards could be safely protected by inserting them individual
paper fold ups sporting the BK logo.
Since
a double convex lens is used in the manufacturing of these
cards, two different images can be viewed once any particular
card gets tilted. Here is a list of all the Lenticular cards
along with the names of the two character images each one
contained. This particular promotion was scheduled to end on
December 11, 2005 or while supplies lasted :
BURGER
KING'S "ROTS"
DVD PROMOTION:
PERIPHERAL MATERIAL
Once
again, the restaurant's Star Wars oriented peripheral
material included graphics on a variety items, this time
around the images included more characters from the first
Trilogy such as Luke and the Stormtrooper, but the selection
was smaller than the year's earlier campaign. While there were
new designs for the wax paper cups, some of them were reissues
from the movie in theaters promotion. The majority of the
packaging outlined the 6 reversible watches, with a
less emphasis on the toys.
Here
is a product list sporting Star Wars graphics what such
graphics promoted and, detailed pictures of each item:
* Note:
It is interesting to note that the white bag promoting the
toys had an error on the side, having the Vulture Droid and
the Naboo Fighter names switched around.
BURGER
KING'S "ROTS"
DVD PROMOTION:
POSTERS, DISPLAYS AND MORE
A
colorful selection of window clings, posters and danglers in
a variety of sizes became part of the decor for the
DVD promotion. And
again, collectors with a mind set into getting some of this
printed items found themselves gratified after lots of
visits and temporary friendships with those behind the
counter, sometimes even before the end of the promotion.
There were also a couple of display cases sure to call one's
attention. Here are is a description of these two items
followed by detailed pictures of each one to better please the
eye:
WATCH DISPLAY:
This 6' high cardboard display's design presented life-size
images of Anakin and Vader back to back in front of planet
Mustafar. Printed with big letters over the planet was the
question "Whose side you are on?" making a references to the
reversible watches it advertised. Between Anakin and Vader
there was a large cut out window serving as a display case
housing all six collectible tins and the watches. Some
Burger
King restaurants
auctioned off these displays, collecting funds for charity
causes.
TOY DISPLAY: The
blue and yellow plastic countertop display, which also hangs
from the wall of some restaurants, was given a blue starfield
background with the name of each toy. Each toy was
then displayed in the appropriate spot.
******************************
BURGER
KING'S "ROTS"
DVD:
INTERNATIONAL PROMOTION To coincide with the DVD release of Revenge of the Sith, international Burger King restaurants relaunched their Episode III food promotion on November 1st, 2005. This time the range of collectibles peaked at 21, and included the "Mystery of Darth Vader" toy, released only in the U. S earlier in that year. This set was a significant improvement over the set of just six toys the international market had gotten in May.
Following the international alignment for the
DVD release,
European countries such as Great Britain, Spain and Portugal
sold the toys with their Diver
King (Kids Menu)
meals. There was a particular promotion in Portugal offered by
FNAC shops in partnership with
Burger
King Corporation. On
November 10th, FNAC stores in shopping malls in the Greater
Lisbon area and Oporto offered one of the 21 BK toys with
every DVD bought;
the limited edition Vader was not included.
This set of 21 toys was made of the same Super
Deformed figures that had been available during Spring for the
American market but Europe had been left without. The toys
were separated into five categories containing five different
toys each. None of the toys available to the U. S during the
DVD promotion was
offered in Europe.
Here is the complete list of all 21 toys available in Europe
for the DVD release:
******************************
BURGER
KING'S "ROTS"
DVD:
FINAL THOUGHT The Burger King ROTS DVD campaign was well received and successful, sending fans on a weekly hunt for that missing toy, watch or Lenticular card. There was definitely a good variety of items to choose from and many of us found ourselves in front of a meal otherwise we would had not eaten, just to get a hold of that wanted collectible. The promotion gave a second chance to fans and collectors alike to submerge themselves into a world of Star Wars decorations and toys while commemorating the end of the Saga. The circle had been completed and what better way to celebrate such event than a place where kids and parents could gather in a friendly family atmosphere creating nostalgic memories to last a lifetime.
However,
the promotion also concluded
Burger King's
longtime association with the Stars Wars franchise. Many
of us hope this was not the end of Star Wars premiums at the
King's castle. We like
to imagine there will be more nifty items to find in the not so
distant future ...perhaps to celebrate the Saga's 30th
anniversary in 2007? But until something new gets announced
we'll keep treasuring our BK's collectibles and rejoicing in the
fun memories 2005, Burger
King and Revenge of
the Sith provided.
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