Burger King retires mascot "The King" - CBS News 8 - San Diego, CA News Station - KFMB Channel 8

Burger King retires mascot "The King"

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FILE - In this May 18, 2006 photo, Burger King CEO John W. Chidsey, background center, watches as"The King" mascot of Burger King Corp., arrives at the New York Stock Exchange in New York. FILE - In this May 18, 2006 photo, Burger King CEO John W. Chidsey, background center, watches as"The King" mascot of Burger King Corp., arrives at the New York Stock Exchange in New York.

PORTLAND, Ore. (AP) — The king is dead.

Burger King's spooky "The King" mascot is retiring so the struggling burger chain can refocus its marketing to reach new customers. The mascot has been around for years, but recently has become a more prevalent and somewhat creepy presence in ads - showing up in people's beds and peeping in their windows.

The fast food chain, which has suffered declining sales, will roll out a new advertising campaign this weekend that will focus on its burgers sans "The King." The campaign is the first since Burger King switched advertising agencies in July.

"We won't be seeing The King for a while," a Burger King spokesman said.

Copyright 2011 The Associated Press.

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