Burger King toys indigestible

A follow-up on my observations regarding the marketing of a PG-13 movie to children well under that age, it turns out a parents group has targeted Burger King asking them to stop putting Star Wars: Revenge of the Sith toys in with their Kids Meals. The toy promotion is targeted at kids four to nine years old. Burger King has a lame response:

Burger King officials insist the promotion isn't specific to the latest film (the others are rated PG), but one that relates to the chain's long-term relationship with the Star Wars franchise. Executives point out that only four of the 31 Kids Meal toys are specific to Sith.

The toys "clearly celebrate not just one film but the entire Star Wars saga," says Edna Johnson, a Burger King spokeswoman. "The reception at our restaurants and from our customers has been overwhelmingly positive."

However, each toy is wrapped in a covering promoting the latest movie. And, let's face it, would Burger King be doing this promotion if it wasn't a part of the effort to promote the latest movie?