Leo Gillick
Burger King retired its mascot because, as we were all very well aware, the king was pretty creepy.
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On the whole, fast food mascots are something we came to accept, but have always been pretty weird. As if the high sugar, ultra-processed, mega-calorie-packed food wasn’t addictive enough, fast food mascots also worked to get kids pulled into the heart attack diet.
Kill The King: Burger King has slowly been weaning us off their crowned mascot. His beaming smile, curly hair, and eyes that carry the sorrow of a thousand generations will no longer be part of the burger chain’s image.
- The king’s reign wasn’t a particularly long one. He was introduced as the Burger King mascot in 2006 and then retired in 2011. Since then, he’s hung around somewhat, unwilling to abdicate the throne. But now, BK is making a conscious effort to move away from the creepy king.
Burger King is Still For The Kids
For some time back in the early 2000s, fast food chains came under fire for blatantly advertising to children. McDonald’s was blamed for kids’ addiction to junk food by using childish mascots and campaigns. They were all told to rein it in and stop getting children hooked on addictive fast food. But our collective memories are short, and it appears they’re back at it.
Fat Kids Incoming: Burger King has openly admitted that their creepy King mascot didn’t play well with kids and families. Their latest statement addresses how their new campaign will focus on drawing in children and families by any means.
- RestaurantBusinessOnline noted that, at a recent franchise convention, Burger King advertised its new child-enticing play areas. “Burger King revealed a new modular play system for kids younger than 10, featuring a maze of tunnels and towers designed to look like a beige-and-orange castle, complete with quick slides and a ball pit.”
They are doing their best to appeal to children and families with the overhaul. This means the end of the creepy king mascot for Burger King, but not all elements of royalty will be stripped. They have reassured hungry patrons that the legendary paper crown will still be available.
