National Geographic Kids magazine is getting into the fast food business. Starting today, kids’ meals at Subway will include National Geographic Kids-related toys, such as a compass or an “adventure hat.”
We’ve never heard of a magazine partnering with a fast food chain, though it has been far too many years since our last Happy Meal. Most toys are usually movie, toy, or TV-themed, right? This promotion could get some serious mindshare for NG Kids.
NG Kids and Subway are also sponsoring a trip to Alaska for four for one lucky kid and his family, presumably where the kid will realize his “adventure hat” is no protection against ravenous polar bears.
The release is after the jump.
NEW YORK (July 6, 2009)â€”National Geographic Kids magazine today announced a collaboration with SUBWAYÂ® restaurants. The SUBWAY KIDSâ„¢ Taste for Adventure campaign includes an international kidsâ€™ meal promotion and a family adventure contest to celebrate exploration and the outdoors.
Themed for young explorers, a variety of National Geographic Kids-branded toys will be available in SUBWAY FRESH FIT FOR KIDSâ„¢ meals starting today, while supplies last. In addition to this point-of-purchase promotion, kids can enter to win a trip for four to Alaska, courtesy of National Geographic and SUBWAYÂ®. The campaign is supported by an integrated advertising program, including a cover wrap on National Geographic Kids magazine, themed cards in the magazine and a robust microsite on kids.nationalgeographic.com.
In each SUBWAY FRESH FIT FOR KIDSâ„¢ meal, customers will receive a fun adventure toy from National Geographic Kids, such as a compass, endangered species expedition map, adventure journal, adventure hat, step tracker or adventure holder â€” cool additions to any budding explorerâ€™s expedition kit.
For a chance to win the fun-packed National Geographic expedition, SUBWAYÂ® restaurants and National Geographic Kids are asking kids to share their greatest adventure ever (past, present, or even future dream adventure). To enter, kids must write an original personal essay of 100 words or less describing their greatest adventure. One winner will receive a trip for four to Alaska to look for humpback whales, check out enormous glaciers and hike along sparkling salmon streams. No purchase is necessary. The contest, which ends Oct. 31, 2009, is open to legal residents of the United States (excluding Puerto Rico) ages 6-14. Complete rules and details are online at http://kids.nationalgeographic.com/contests/tasteforadventure.
Double-sided activity cards that offer tips and activities for young explorers are included in the August issue of National Geographic Kids magazine, and custom Puzzler games are online at http://kids.nationalgeographic.com/Games/PuzzlesQuizzes/Subwaykids.
â€œWe are thrilled to team up with SUBWAYÂ® restaurants on this adventure campaign,â€ said Stephen Giannetti, senior vice president and group publisher of National Geographic magazines. â€œDaring kids to explore, National Geographic Kids makes learning about the world fun and engaging for the entire family, whether on the road or sitting around the kitchen table.â€
â€œSUBWAYÂ® is really excited about this promotion,â€ said Heather Pastir, Subwayâ€™s senior brand manager for Kids & Family. â€œThis partnership exemplifies our goal in delivering something fun for kids, with a healthy active lifestyle message.â€