Burger King is partnering with Microsoft to target children and offer a free toy in Kiddie Meals that will also act as a virtual toy within Xbox games. The physical toys will come with a tag, which is used to scan the toy into an Xbox Kinect game called Kinectimals. The launch is expected before Christmas this year.
Speaking at the Cannes Lions Festival, Microsoft senior vice president Mich Mathews used the deal with Burger King to explain the branding opportunities made possible by Microsoft’s controller-free technology, Kinect. The Kinect technology will work by linking up a motion and voice sensitive camera to the Xbox 360. The Kinect add-on is already available for pre-order and will be officially released sometime in the autumn.