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 were installed in each of Burger King’s 500+ restaurants across the UK recently, 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 was also placed on the Southbank in London last week to raise awareness.
The piece, produced by Sketch Events and made entirely of recycled materials, represented Burger King's efforts to bring global attention to the giant problem that disposable toys cause the environment and create a photo opportunity to amplify the campaign.
Burger King’s UK flagship at Leicester Square featured a campaign takeover with designed Meltdown exterior, interior campaign visuals, special edition packaging and unique staff uniforms to support the initiative.
Read why a selection of creative leaders believe brands need to do more for the environment.