A remote, at-home toy study. Children's play was shifting fast, and Burger King had three ways to follow it. We found the one that made it home.
Following fast-moving shifts in children's entertainment and play, Burger King needed to decide what role toys should play in the future of King Jr: follow the move towards digital experiences, lean further into licensed toys, or return to simpler physical and paper-based formats.
The decision went beyond choosing a toy. It was about understanding which kind of play could strengthen the King Jr experience and give it a life beyond the restaurant.
The family truth
The toy is a bridge between the restaurant and home.
For a kids' meal, the toy is not simply an add-on. It can be part of what makes one family experience more valuable than another.
But initial excitement can be misleading. Children are often excited by receiving a toy, while parents tend to approach these items with low expectations. The real test comes later: whether the toy is understood, played with again, shared with others or quickly forgotten. That creates a bigger opportunity: to turn the toy into a bridge between the restaurant and home, extending a single meal into another moment of family play.
That question could not be answered through trends or stated preference alone. We designed a qualitative methodology around real play at home, allowing children to experience different toy concepts naturally over time.
By observing what happened after the first reaction, what they returned to, how they played, what they shared and what they abandoned, we could turn real family behaviour into a clearer product decision.
Concept ranking
A criterion-by-criterion ranking of five toy concepts, tested with families with children aged 3 to 9, across different family structures, income levels and relationships with the brand.
Product improvements
A concrete fix list for each toy concept, from material choice to play mechanics.
Packaging system
Marketing and packaging recommendations mapped directly to each toy.
Toy design principles
A reusable framework to guide future King Jr development.
Burger King launched an activity set designed to work across different ages and encourage shared play, combining a board game, stickers and play pieces under the El regalo es Jugar campaign with Disney Pixar. The final proposition reflected the central opportunity identified in the research: making the King Jr experience capable of continuing once the family leaves the restaurant.
Understanding families takes more than asking what they prefer.
Famdom goes inside family life to observe what people actually do, and turns real behaviour into better product, experience and business decisions.
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