Mascots are used to personify the brands that employ them. Time Magazine recently released its list of the Top 10 Creepiest Product Mascots to “celebrate the retirement” of what it considers one of the creepiest of all – Burger King’s “The King.”


The King has been haunting Burger King’s commercials since 2004, having become a bit of a cultural icon in his own right. During his tenure, The King was known for stalking and causing feelings of uneasiness. Burger King has just recently retired The King in favor of a healthy food focused campaign. As Christine Turnier explained, “The King, originally developed to target teenage boys, is far too creepy for [Burger King’s] new target market [families]. So out with the old positioning, and in with the new.”