A major character like Batman tends to generate collectibles in many  different categories; especially when he's hot. From comics to paper goods to toys; all have been used in one way or another to sell the Batman mystique. So it should come to no surprise that business would capitalize on his new found popularity to increase sales and associate their product with the "new" Dark Knight.

Not seen since the onslaught of the 60's has there been so much hype associated with Batman. The late 80's and early 90's brought forth a slew of new interest and merchandise; pushed along initially by the success of Miller's "Dark Knight Returns" books, and culminating with the release of the Batman and Batman Returns theatrical movies as well as the Fox animated series. Seeing a compatible target audience, fast food restaurants were eager to link their products to Batman (usually in the forms of plastic promo-cups); but it wasn't until McDonald's entered the picture in 1992, that Batman related fast food items really took off.

McDonald's commitment and expertise in advertising was evident from the beginning. They had the similar promotional cups; six in all; available one each successive week depicting different scenes from the movie. Yet it was here where the similarities ended. Along with the counter displays, McDonald's took it a step further by having a striking life-size image of Michael Keaton in costume to show the complete set. Needless to say, these were often scooped up quickly; promised to employees or sold by managers to the highest bidder.

Along with the cup displays, McDonald's offered four Happy Meals prizes featuring characters from the movie. As with the Keaton stand-ups, these displays were also highly sought after by individuals, although today they can usually still be found on the secondary market for under $100. Paper bags with the Keaton image took the place of the traditional Happy Meal cardboard boxes; apparently in response to McDonald's new found eagerness to appear "environmentally friendly". They also decided to change (for the first time) their large french fry packaging; making them black with three different variations showing the principal characters (Batman, Penguin, and Catwoman) along with a short corresponding biography. Banners, posters, translights, tray liners, rounded out the degree of advertising that awaited unsuspecting patrons wanting a quick bite. But McDonald's did not have its publicity solely end with store displays; employees were also provided promotional items to model and SELL! SELL! SELL!

For Batman Returns, employees had the opportunity to receive promotional pens, tee-shirts, pins, hats, sunglasses, and watches; all linking the film with McDonald's. These were not readily available to the general public and their in-store availability usually rested on whether they were pre-ordered by the store's manager.

Encouraged by its successes in 1992, McDonald's once again teamed up with Batman in November of 1993 to promote the new Animated TV series that was growing in popularity. More ambitious this second time around, a total of eight prizes (4 figures, 4 vehicles) were available to the public. There was also a little known "under three" figure of Batman which differed from its regular issue counterpart in that it did not have a removable cape. This campaign also marked the return of the cardboard Happy Meal box; as four different types were available along with the ever impressive Happy Meals display. Three of the more interesting pieces for this promotion included a large translight available only for drive thru, advance flyer and crew sheet depicting the new toys and employee instructions for their display. Judging by the quick sell-outs of the figures and vehicles, McDonald's once again had demonstrated that burgers and bats made for a profitable combination.

"But think about the future..." It is safe to say that with the continued success of the films and animated series, future fast food promotions involving Batman will be an almost certainty. With that in mind, the question then becomes what one should get when McDonald's, or possibly some other fast food restaurant, comes out with "new" offers. Chances are they will stick with the proven money-makers and revolve their ads around figures and vehicles. If that does prove to be the case, then from a collectible stand point the best area to target for collectivity would involve not so much the prizes themselves but the limited number of "in-store" promotions not available to the general buying public. As in the case of employee merchandise and store displays; it is the pursuit of these items that should prove the best investment while adding items that generally are passed over by other collectors.