The promotion will run from April and will first use the Mr Bump character. The offer will include a free eight-page activity book with every purchase of a Kids Meal Deal. There will also be activity sheets that can be downloaded via the web.
Marketing support for the promotion will include in-store point of sale and an experiential campaign running in 27 stores. Other support will include a poster and stickers to collect.
The event will include life a life size Mr Bump with kids receiving a branded certificate to prove they have met the Mr Men character. BB’s is estimating the event will bring in between 500 to 1000 people.
The Mr Men promotion is the first time it has launched something of this scale. According to the chain around 12% of customers are with children.
BB’s retail and brands director Michele Young said: "Our link with the Mr Men Show makes BB's a more fun place for children to visit with their parents and demonstrates our commitment to these customers.
"We have created an exclusive Mr. Men Show mini book, featuring Mr Bump, Little Miss Sunshine and Mr. Tickle. These will be given free with each kids’ meal deal purchase. We have also redesigned our kids' meal box with various Mr Men characters and games to keep them amused."
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