This spring, Pinkalicious, the popular children’s book character that can’t stop eating pink cupcakes, may be adding a burger or two to her diet. Burger King is partnering with Pinkalicious and Harper Collins on a kids promotion that includes a Pinkalicious figurine and other collectibles, as well as BK’s Adventures Newsletter, featuring the character and containing a limited edition poster.
BK is supporting the initiative—which kicks off Monday—with a national TV campaign that will run in children’s programming and in-store POP displays. In addition, ClubBK.com will feature interactive Pinkalicious content.
Since the first Pinkalicious book appeared in 2006, more than 1 million picture books have been sold. In the fall, Pinkalicious-licensed dolls, toys, apparel, games and puzzles will appear on store shelves.
“Pinkalicious is feisty, independent and kids can relate to her behavior when she eats too many cupcakes,” said Debra Joester, CEO of The Joester Loria Group, the licensing agency for Pinkalicious. “She becomes part of their fantasy life and is an imaginary friend.”
A BK rep said that the character's independent spirit reflects the chain’s ‘have it your way’ brand promise: “Like many of our youngest customers, Pinkalicious aspires to be unique and define her individuality through personal style, reminding us that being you is the best way to be.”
In addition to Pinkalicious, BK is launching a promotion that targets young boys and racing enthusiasts. The burger chain has a multi-year sponsorship with Nascar star Tony Stewart, and includes appearances in BK TV spots, restaurant promos and BK-sponsored events. Like Pinkalicious, the current promotion will be backed by national TV spots aimed at kids, POP, and packaging. It also includes Tony Stewart games and activities in the Adventures Newsletter and on ClubBK.com.