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Burger King Corp. Extends Brand Presence Through Licensing Deals

By: Burger King |  0 Shares     101 Reads

Iconic "King" To Be Featured On Branded T-shirts and Loungewear Brokered by Broad Street Licensing Group

MIAMI--(BUSINESS WIRE)--Burger King Corp. (NYSE:BKC) announced today a series of licensing arrangements brokered by Broad Street Licensing Group. In an effort to further increase BURGER KING(R) brand awareness and broaden the presence of the iconic "King" character, various licensees of Burger King Corp. will soon launch a line of BURGER KING(R) branded T-shirts, an exclusive collection of men's sleepwear and loungewear, and government operated and authorized instant lottery tickets and merchandise.

"Through our licensing relationships, Burger King Corp. has the opportunity to reach our audience through new channels," said Russ Klein, president, global marketing, strategy and innovation, Burger King Corp. "Through our licensees, BURGER KING(R) branded apparel and snack products, provide our customers with new ways to interact and connect with the brand."

BURGER KING(R) branded T-shirts, produced by Mad Engine, will be available in time for the 2008 holiday season. An exclusive line of branded men's sleepwear and loungewear produced by Exquisite Apparel, featuring the one and only "King" character will be available in spring 2009. Both apparel lines will be distributed to mass merchandisers along with department and specialty stores throughout the United States.

Existing licenses include a line of BURGER KING(TM) snack chips produced by The Inventure Group as well as a series of greeting cards, which feature the "King," produced by another licensee of Burger King Corp., Andrews McMeel Publishing.

ABOUT BROAD STREET LICENSING GROUP

Broad Street Licensing Group (BSLG) is a full-service licensing agency specializing in corporate brand building. They develop long-term licensing partnerships for their clients focusing on brand extensions designed to reach across platforms and channels of distribution. In addition to Burger King, their roster of experience includes BIC, Bruegger's Bagels, The Culinary Institute of America, Wildlife Trust, Unilever, Faberge, Cutty Sark, Bugatti, Good Humor-Breyers, Snuggle, ReaLemon, and Popsicle.

ABOUT BURGER KING CORPORATION

The BURGER KING(R) system operates more than 11,600 restaurants in all 50 states and in 73 countries and U.S. territories worldwide. Approximately 90 percent of BURGER KING(R) restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. In 2008, Fortune magazine ranked Burger King Corp. among America's 1,000 largest corporations. To learn more about Burger King Corp., please visit the company's Web site at www.bk.com.

CONTACT: For Burger King Corp., Miami

Edelman

Lauren Ross, 312-233-1378

lauren.ross@edelman.com

SOURCE: Burger King Corp.

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