Burger King revives iconic kids’ meal toys after 22 years

Stopping at the local fast-food joint has been a decades-old family tradition for many Americans. For parents, these outings have long offered a convenient way to get an affordable meal without spending hours in the kitchen, but for kids, the motive was much different.

Walking through the doors, nothing was more exciting than spotting the new toys of the month. Back then, getting the exact toy you wanted inside your kids’ meal could make an entire day, and felt more thrilling than receiving a paycheck as an adult. After all, those were simpler times.

Few companies have capitalized on that strategy more effectively than McDonald’s (MCD), which has produced some of the most memorable Happy Meal toys in fast-food history, turning them into one of its most powerful long-term marketing tools. That approach has continued to boost its performance, with the fast-food giant reporting a 2.4% increase in U.S. comparable sales in the third quarter of fiscal 2025.

Still, McDonald’s has not been alone in leveraging toys to drive traffic; one major competitor is not far behind.

Burger King played a significant role in the kids’ meal toys space since the late 1980s. By strategically partnering with major pop-culture franchises, the chain has released some of the most recognizable collectible toys in American fast-food history.

Among those collaborations, one stands out above the rest.

Burger King’s historic Teenage Mutant Ninja Turtles partnerships

Burger King first teamed up with the Teenage Mutant Ninja Turtles franchise in 1989, introducing six badges featuring Leonardo, Donatello, Raphael, Michelangelo, and Shredder, as documented by FastFoodToyReviews on YouTube.

The relationship continued in 1990, when the chain released Teenage Mutant Ninja Turtles VHS tapes, followed by four tumbler cups featuring the beloved characters, according to Retro Junk and the LA Times.

More than a decade later, Burger King revived the partnership in 2003, ahead of a new “Teenage Mutant Ninja Turtles” television series, launching toys depicting the characters participating in extreme sports, according to Fandom. The following year, the chain unveiled five additional toys, according to Animation World Network.

However, after 2004, the Teenage Mutant Ninja Turtles toys were discontinued.

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The end of the collaboration helped push the collectibles into the resale market. Today, around 170 related listings appear on eBay, with some items priced upwards of $300, depending on condition and original packaging.

Now, 22 years later, Burger King is bringing the nostalgic partnership back.

Burger King launches a new Teenage Mutant Ninja Turtles King Jr. Meal

Restaurant Brands International’s (QSR) Burger King has partnered with the Teenage Mutant Ninja Turtles franchise to introduce new toys for its King Jr. Meal in February 2026. The limited-time promotion includes nine collectible toys inspired by the franchise’s most iconic characters.

King Jr. Meal toy lineup

• Leonardo: Action figure in a kicking pose
• Raphael: Action figure with shield
• Donatello: Action figure with bo staff
• Michelangelo: Action figure
• Master Splinter: Action figure with bo staff
• Leonardo: Spinning top
• Raphael: Spinning top
• Donatello: Spinning top
• Michelangelo: Spinning top

What’s included in the King Jr. Meal

• Entrée: Hamburger, Cheeseburger, or 4-piece Chicken Nuggets
• Beverage: Diet Pepsi, low-fat chocolate milk, or fat-free milk
• Side: Mott’s natural applesauce or fries
• Toy: One of the nine Teenage Mutant Ninja Turtles toys
• BK Crown: One signature Burger King paper crown

The Burger King x Teenage Mutant Ninja Turtles King Jr. Meal is available at participating locations nationwide until March 3 for only $3.99. Orders can be placed in-store, through the drive-thru, or via the BK app.

Burger King’s strategy to revive growth

The nostalgic promotion aligns with Burger King’s broader multi-year “Reclaim the Flame” strategy, first announced in September 2022. This initiative aims to accelerate U.S. sales growth and improve franchisee profitability through investments of up to $700 million by the end of 2028. 

Burger King “Reclaim the Flame” pillars

• Fuel the Flame: Increasing advertising and digital improvements
• Royal Reset: Restaurant remodeling and relocations, kitchen equipment upgrades, and building enhancements

The Fuel the Flame investments were completed in the fourth quarter ended December 31, 2024. As of September 30, 2025, Burger King has funded $160 million of the $550 million planned for the Royal Reset initiatives, according to the company’s latest earnings report.

Those efforts appear to be delivering results. In the third quarter of 2025, Burger King reported a 2.3% increase in year over year system-wide sales. Comparable system-wide sales were up 3.1%, while U.S. comparable sales rose 3.2%.

“The team is making meaningful strides, strengthening the brand’s value proposition through delicious menu innovation, better operations, and impactful remodels,” said Restaurant Brands International CEO Josh Kobza in an earnings call.

“With that focus and with disciplined execution across our teams, we remain confident in our path to delivering at least 8% organic AOI growth in 2025.”

Fast-food chains lean on value to drive traffic

Persistent inflation and economic uncertainty have made consumers more selective about dining out, forcing restaurants to compete more aggressively for fewer visits.

Prices for food at home increased 2.6%, while prices for food away from home rose 3.7% in the 12 months ended September 2025, according to recent U.S. Bureau of Labor Statistics data.

As a result, foodservice traffic declined 1% in the quarter ending June 2025, as consumers dined out less frequently, according to Circana. However, value-menu traffic rose 1%, marking the first positive growth in the last three years.

To remain competitive, fast-food chains are rolling out value-focused promotions.

“In response to the decreasing food dollar and the empowered customer, restaurants are turning to innovative business and operating models to grab a greater share of the market,” said KPMG Restaurant Segment Leader Paul Fultz and Former Strategy Leader of Consumer Markets Joel Rampoldt in a study.

Still, analysts caution that low prices alone aren’t enough.

“Value is rarely defined only by price,” said Circana Senior VP and Industry Advisor for Food and Foodservice David Portalatin in a statement. “Operational excellence in providing quality, affordability, great experiences, and convenience is what leads winning restaurants and their supply chain partners to greater success.”

Fast-food chains releasing value offerings

• McDonald’s:McValue menu, Extra Value Meals, $5 Meal Deals, and daily in-app deals (Source:The Street)
• Wendy’s: Biggie Deals, Meal Deals, and daily in-app promotions (Source: Wendy’s)
• Taco Bell: Luxe Value Menu with all items priced under $3 (Source:The Street)

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