Burger King has officially nixed toys from kids meals in the U.K. According to the fast food chain, the move is expected to reduce 320 tons of single-use plastic annually as a result.
As a part of the brand's new "Meltdown" campaign, you can also bring in your old plastic toys (from BK or not) in exchange for a free junior meal with the purchase of any adult entrée. Drop-off will be available between September 19 and September 30.
"Toys donated to Burger King UK’s amnesty bins will be centrally collected before they are put through a recycling process," the company wrote in a statement: "This will see the toys be separated, sorted, cleaned, chipped and then transformed into play areas and other everyday restaurant items including trays to give them a new lease of life."
Burger King's global chief marketing officer Fernando Machado said the decision is in line with the chain's goal to embrace 100 percent reusable, recyclable, and compostable packaging by 2025. "We are a global brand, and the UK market will be leading the way in making this first step towards change, which is part of our wider commitment on reducing plastics," he said.
Though the initiative is kicking off across the pond and we haven't heard rumors (yet, at least) of the U.S. following suit, that doesn't meant they won't. They've made a similar pledge for a more sustainable business plan. "We remain committed to working with suppliers to find ways we can reduce, reuse and recycle," the site reads.