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Group asks Burger King to halt 'Star Wars' deal
Yahoo - USA Today ^ | 5/24/05 | Bruce Horovitz

Posted on 05/24/2005 11:24:34 AM PDT by Borges

The Force may - or may not - be with Burger King's latest Star Wars-themed Kids Meals.

One day after a record-shattering weekend for Star Wars, Episode III: Revenge of the Sith, an advocacy group is asking Burger King to stop the tie-in of its Kids Meals with the film because it is rated PG-13.

The same group, Dove Foundation, got McDonald's 13 years ago to apologize for "confusion" from its promotion of PG-13 Batman Returns with Happy Meals. Now, it's going after BK's latest Kids Meal promotion - targeted at kids ages 4 to 9. The meals feature characters from Sith or other Star Wars films.

"When Burger King puts that in a Kids Meal, there's an implicit endorsement of the movie," says Dick Rolfe, chairman of Dove Foundation.

This is no small matter. Product licensing and promotion is a $100 million annual business. Since the first Star Wars was released in 1977, the six films have racked up almost $9 billion in merchandise sales and product promotions.

For Burger King, the stakes are huge. The No. 2 burger chain is in the 16th month of a major rebound. The Star Wars promotion, dubbed "Choose Your Destiny," is the 50-year-old chain's first global promotion.

Burger King officials insist the promotion isn't specific to the latest film (the others are rated PG), but one that relates to the chain's long-term relationship with the Star Wars franchise. Executives point out that only four of the 31 Kids Meal toys are specific to Sith.

The toys "clearly celebrate not just one film but the entire Star Wars saga," says Edna Johnson, a Burger King spokeswoman. "The reception at our restaurants and from our customers has been overwhelmingly positive."

But Rolfe says "the tie-in is very specific to this film." Wrappers around Kids Meal toys all promote Sith, he notes.

Dove Foundation, a non-sectarian family advocacy group, sent an overnight letter to Burger King last Thursday requesting the promotion be stopped. It also conducted a national phone survey of 889 adults and says 83% felt the promotion was not appropriate for kids.

Another critic says the fault isn't that of Burger King but Star Wars creator George Lucas. "It's irresponsible of George Lucas to OK the marketing around this PG-13 movie to young children," says Susan Linn, a Harvard psychologist and author of Consuming Kids: The Hostile Takeover of Childhood.

"Star Wars is broader than a single movie," says Lynn Fox, a LucasFilm spokeswoman. "Parents know that Star Wars has been a positive influence."


TOPICS: Culture/Society
KEYWORDS: burgerking; familyvalues; profamily; sith; starwars; stealthmarketing; uptights; yeahthatmighthappen
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People need to learn to pick their battles. This one isn't worth fighting.
1 posted on 05/24/2005 11:24:35 AM PDT by Borges
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To: Borges

Borges wrote:
People need to learn to pick their battles. This one isn't worth fighting.

-- Don't forget: It's all for da children! /sarc


2 posted on 05/24/2005 11:28:44 AM PDT by 1FASTGLOCK45 (FreeRepublic: More fun than watching Dem'Rats drown like Turkeys in the rain! ! !)
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To: Borges

Professional busy-bodies.


3 posted on 05/24/2005 11:29:24 AM PDT by Millee (So you're a feminist......isn't that cute??)
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To: Borges
I disagree, although I haven't seen the movie. Anything rated PG-13 is probably not kid-appropriate.

There are mitigating facts though, like the following:

Executives point out that only four of the 31 Kids Meal toys are specific to Sith. The toys "clearly celebrate not just one film but the entire Star Wars saga," says Edna Johnson, a Burger King spokeswoman.

OK. I could accept that. But then,

But Rolfe says "the tie-in is very specific to this film." Wrappers around Kids Meal toys all promote Sith, he notes.

My girls love Star Wars, but I won't take them to see this episode. I will buy them these BK kids meals and then tell them that we're not going to see this Star Wars episode.

4 posted on 05/24/2005 11:29:40 AM PDT by Aquinasfan (Isaiah 22:22, Rev 3:7, Mat 16:19)
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To: Borges

While we are on the subject. What is in the newest movie that calls for the PG13 rating? My son has seen the previous movies with us at home. He wants to see the new one. The rating has given me some concern. If the movie is the same as the others than I won't have a problem taking him. Is there something really bad added that got the 13 rating?


5 posted on 05/24/2005 11:30:19 AM PDT by TXBubba ( Democrats: If they don't abort you then they will tax you to death.)
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To: Borges

It does seem odd to make children's toys for a film they shouldn't be watching. That's until you realize the money to be made!


6 posted on 05/24/2005 11:30:44 AM PDT by TheDon (Euthanasia is an atrocity.)
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To: Millee

Exactly. I wonder if the freckled hand of Brent Bozell (professional blue-nosed busybody) is behind this?


7 posted on 05/24/2005 11:30:50 AM PDT by sawdust ("Justice Marshall has made his decision, now let him enforce it"--Pres. Andrew Jackson)
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To: 1FASTGLOCK45

This whole campaign is just Jar Jar Binks out for revenge on Lucas for not giving him a speaking part in the latest movie. He can't figure out why that little muppet Yoda gets all the jedi chicks.


8 posted on 05/24/2005 11:32:23 AM PDT by duffthor (May the Schwartz be with you!)
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To: TXBubba; All

A little more violent and darker than the previous two.


9 posted on 05/24/2005 11:32:31 AM PDT by KevinDavis (Let the meek inherit the Earth, the rest of us will explore the stars!)
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To: Borges

This wasn't an issue in the 70s when Wiener King offered "Last Tango in Paris" toys...


10 posted on 05/24/2005 11:32:52 AM PDT by Buck W. (Yesterday's Intelligentsia are today's Irrelevantsia.)
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To: TXBubba

I have seen it. There is only one really questionable sequence, where there are repeated views of a badly burned Anakin. If your child understands that you will be covering their eyes in this scene, then there really is nothing wrong (IMO), with this film. Everything is inferred, then spoken about.


11 posted on 05/24/2005 11:33:34 AM PDT by AZConcervative
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To: TXBubba
Is there something really bad added that got the 13 rating?

Several cuttings off of arms and heads (which other SW movies have also had); at one point an implied murder (without showing the actual deed) of children, and later a vague look at a child's corpse. Those were what seemed worst to me.

12 posted on 05/24/2005 11:34:09 AM PDT by untenured
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To: Buck W.
This wasn't an issue in the 70s when Wiener King offered "Last Tango in Paris" toys...

Especially their butter.
13 posted on 05/24/2005 11:34:19 AM PDT by Borges
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To: Borges
The meals feature characters from Sith or other Star Wars films.

So what is the issue? The set also includes characters from the new movie? Get a fricking clue people.

14 posted on 05/24/2005 11:34:30 AM PDT by TheOtherOne
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To: Borges
Dove Foundation, a non-sectarian family advocacy group

A bunch of busy-bodies with way too much time on their hands. Who are they to determine what is appropriate for other peoples' children? Personally I think people like this should be made to clean portapottys with a teacup and a toothbrush for a year. Give them some true appreciation for what $hit really is.

15 posted on 05/24/2005 11:34:45 AM PDT by from occupied ga (Your government is your most dangerous enemy, and Bush is no conservative)
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To: Borges

Although I hated BK, I would always bug my ma into taking me there just for the Empire Strikes Back Trading Cards.


16 posted on 05/24/2005 11:34:58 AM PDT by Clemenza (Vader 2008: In your heart, you know he's right)
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To: TXBubba

Also there is a woman who has a traumatic child birth.


17 posted on 05/24/2005 11:35:15 AM PDT by Borges
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To: Borges

I thought maybe it was rabid Jar Jar Binks fans upset over his shoddy treatment.


18 posted on 05/24/2005 11:35:39 AM PDT by Question Liberal Authority (It's the Anti-Americanism, Stupid!)
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To: Borges

"This wasn't an issue in the 70s when Wiener King offered "Last Tango in Paris" toys...


Didn't Wiener King offer a "Boogie Nights" action figure back in the 90s?


19 posted on 05/24/2005 11:35:50 AM PDT by sawdust ("Justice Marshall has made his decision, now let him enforce it"--Pres. Andrew Jackson)
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To: sawdust

Dirk Diggler! That's a great movie.


20 posted on 05/24/2005 11:36:17 AM PDT by Borges
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