Twentieth Century Fox Consumer Products and Burger King Worldwide have partnered to bring an interactive range of The Simpsons toys to the fast food outlet.
Burger King Kids Meals across the North American and Latin American regions will come with one of six unique Simpsons super hero toys, each featuring a super power brought to life through a digital game.
Using motion detection technology and webcams, Radioactive Man, Pie Man, Cupcake Kid, Fallout Boy, Clobber Girl and Stretch Dude toys will work as virtual joy sticks to interact with the digital game at www.bkcrown.com.
Each character features its own game environment within The Simpsons universe with three levels of increasing difficulty.
"The Simpsons continues to innovate digitally whether through the increasing digital presence on Facebook (over 67 million followers) of the Tapped Out mobile game which has topped the App store charts around the world," said Jeffery Godsick, president of Fox Consumer Products.
"For our latest program with Burger King, we are thrilled to leverage another component of digital technology, offering an added premium play value that is both immersive and engaging for the Burger King customer and The Simpsons fan base."
The Kids Meal campaign will be promoted through in-store, online and outdoor marketing elements in addition to a TV spot that will air in Latin America.