Fast food chain Burger King has removed the toys from its King Junior Meals in a bid to raise awareness about the effects of plastic pollution to the environment.
The Meltdown initiative, created by Jones Knowles Ritchie (JKR), is also calling on the public to donate any unwanted meal toys to be recycled, teaching old toys new tricks and saving an estimated 320 tonnes of single use plastic.
Melting plastic toys for good
Plastic toy amnesty bins will be installed in each of Burger King’s 500+ restaurants across the UK, where the public is invited to ‘Join the Meltdown’ by dropping off their meal toys even if they’re not from King Junior Meals.
Those who donate between 19-30 September will receive a free King Junior meal with any purchase of an adult meal, as well as special edition sticker sheets, Meltdown BK crowns and Meltdown King Junior Meal boxes.
To get kids on board with the initiative, JKR developed a cast of melting characters to bring to life the positive impact this change will have on the environment and communities.
A jeep-driving bunny - Beep Beep; an oversized robot - Mr Hugglesworth; and a wind-up T-Rex – Roary, are designed to highlight the growing problem disposable toys are causing the environment and, through their distinctive personalities, create an emotional connection to sustainability for the next generation of consumers.
A giant problem
A giant melting Beep Beep installation has also been placed on the Southbank in London today and will remain at the location until Saturday.
The Beep Beep art installation, produced by Sketch Events and made entirely of recycled materials, represents Burger King's efforts to bring global attention to the giant problem disposable toys cause the environment, and create a photo opportunity to amplify the campaign.
Burger King’s UK flagship at Leicester Square will feature a campaign takeover with designed Meltdown exterior, interior campaign visuals, special edition packaging and unique staff uniforms.
Read why a selection of creative leaders believe brands need to do more for the environment.