Audrey Morice, campaign manager at the NGO foodwatch, criticized a new partnership between the toy company Playmobil and Burger King, calling it an example of an "obesogenic environment"—a term that refers to environments that promote overeating and unhealthy lifestyles. The collaboration, set to launch in October of next year, involves a limited-edition Playmobil set featuring a miniature fast-food restaurant complete with employees, customers, and accessories like tables, chairs, and burgers. The toy will be sold in limited quantities—only 11,000 units—and will be available both as part of Burger King's children's menus through a contest with scratch-off tickets and as a collectible item priced at 49.99 euros. Due to its rarity, the toy could become highly desirable among collectors and fans of Burger King merchandise. Foodwatch, an organization that advocates for healthier food choices and monitors marketing to children, has strongly criticized the partnership, arguing it promotes junk food and lacks oversight. Morice emphasized that Burger King is the second-largest fast-food chain in France and that the collaboration targets young consumers, shaping their future eating habits. She expressed concern that the toy would bring the fast-food brand into children's homes and daily lives, reinforcing the association between play and fast food. This, she warned, could contribute to long-term health risks such as obesity, diabetes, and cardiovascular diseases. Benoît Heilbrunn, a marketing professor at ESCP Business School, explained that the partnership represents a shift in brand strategy. While a hamburger is typically consumed and discarded quickly, the Playmobil toy is a durable, long-lasting item that brings the brand into children's playrooms. This, he said, could influence children's perceptions of fast food, normalizing it as part of everyday life. The professor noted that the collaboration "miniaturizes" the fast-food experience, allowing the brand to enter homes in a way that traditional advertising does not. Playmobil defended the partnership, stating it aligns with their long-standing tradition of creating toys that reflect everyday life. Audrey Beribos, Playmobil France's marketing director, explained that the Burger King set is part of a broader range of toys that allow children to explore different aspects of life, such as restaurants, vegetable gardens, and gyms. She emphasized that the toy is not directly promoting fast food but rather enabling imaginative play. However, Morice questioned whether such toys truly foster creativity, noting that similar partnerships with fast-food brands could have negative public health impacts. Foodwatch is calling for stricter regulations, including a complete ban on junk food advertising targeting children and an extension of current rules to social media and brand partnerships. While a 2016 law prohibits fast-food ads during children's TV programming, Morice pointed out that children now primarily interact with social media rather than television. She also highlighted that this partnership is not an isolated case, citing previous collaborations between Playmobil and Burger King, as well as between McDonald's and Monopoly, and Kellogg's and Pokémon. These partnerships, she argued, reflect a growing trend that needs urgent attention from regulators.