Burger King Plans 'Jungle Book' Promo

DQE has global rights to the brand, except in North America, where SMC represents the property.

“Burger King is the second largest hamburger chain in the world,” says Tapaas Chakravarti, chairman and chief executive officer, DQE. “With ‘The Jungle Book’ airing successfully in territories such as the U.S., Canada, Germany, France and the U.K., this collaboration provides strong synergies and will further increase the fan base of this classic property.”

The global promotion will begin at Burger King restaurants in select countries in the summer of 2013 and will feature an integrated marketing campaign highlighted by in-restaurant merchandising and themed toys at more than 12,000 locations worldwide.

“We are extremely excited to partner with the Burger King brand and pleased with the high level of marketing support and exposure that the association brings to The Jungle Book brand,” says Sarit Ariam, executive vice president, business and legal affairs, SMC. “Next summer, Burger King restaurants will be the exclusive destination for kids to engage in The Jungle Book experience.”