Burger King has activated a collaboration with Dragon Ball Super starting September 1st. The Power Up Pack for adults and the King Jr. Meal for kids include six exclusive collectible figures and immersive packaging. For the industry, this is a practical case of transmedia licensing where a global brand integrates anime visual narrative into its product experience.
Transmedia design and visual narrative in collectible packaging 🎨
The technical development of this alliance requires coordinating industrial design teams, anime illustrators, and brand strategists. The six figures require specific molds, quality control on materials, and a distribution system that avoids duplicates. The immersive packaging is not just decoration: it uses color codes and typography from the series to reinforce visual identity, while the box structure facilitates its later display. This process demonstrates how character design adapts to physical formats without losing its essence, a challenge that involves ergonomics testing, proportional scaling, and graphic legibility in tight spaces. The result is an ecosystem where the consumer is not buying a meal, but a fragment of a narrative universe.
Collectors, adults, and a box you are not planning to throw away 😅
The move is clear: they sell you a burger and you pay for a Goku figure you already own in another version. The Power Up Pack for adults is the perfect excuse to justify that indulgence in front of the mirror: it is not about the food, it is about the box. And then there is the domestic drama: the house full of plastic with Saiyans in heroic poses while your partner asks if you really need another Vegeta figure. The answer, silently, is yes. Because experiential marketing works, and your shelf knows it.