12th August 2007

The World’s Greatest Toys Are French?!

Quick DC Heroes
Above: Quick Restaurant’s exclusive line of (ten) DC Super Heroes include Penguin, Flash, Poison Ivy, Superman, Wonder Woman, Robin, Batgirl, Batman, Catwoman and the Joker.

A few years ago, I collected a set of brilliant “DC Heroes” (Batman family and Justice League characters) toys from France. I love these figures and I’m still amazed that they were incentive toys from a French fast food restaurant.

According to French blogger and fast food aficionado Darth Burger, Quick is a second-rate pretender to McDonald’s throne. Founded in 1971 by Belgian food distributor GB INNO BM, Quick debuted in Aix-en-Provence France in 1980.

“Here the principal challenger of McDonald’s in France since more than 20 years,” write Darth Burger on his Quick fan appreciation site Les Cahiers du Burger. “Like Pepsi vis-a-vis Coca, Quick seems the eternal second but does not give up the fight for as much.”

On his site, Darth Burger explains Quick’s ‘incentive’ toys:

“Also let us note the special menus for children, named Magic Box, with unfortunately most of the time of the figurines resulting from licences less prestigious than those of [McDonalds] (Gadget inspector recently when [McDonalds] proposed Disney cuddly toys…).”

Translation of the translation: Quick’s version of the Happy Meal is the Magic Box, except the French toys typically suck.

Darth Burger continues:

“But Quick awakes sometimes, and when it is the case explodes all with goodies which kill their back mother, grandmothers and grandmothers.”

Translation of the translation: Even a blind pig can root out a truffle now and again, and French kids whine and beg just like kids in other countries.

“At the end of 2002, one saw also very beautiful Batman figurines, large and finely engraved. It’s a pity that these various wonders remain rather exceptions.”

Translation of the translation: While most Quick toys suck, 2002’s DC Heroes toys rule.

The Quick Restaurant DC Heroes Magic Box Collection truly is a sight to behold.

Unlike most American incentive toys, these figures are beautifully sculpted, even boasting articulation. Quick offered one toy per “Magic Box” (i.e. “Happy Meal”) and even the food box features killer graphics.
Quick DC Heroes Magic Box
Above: Quick’s DC Heroes Magic Box is covered with wonderful illustrations.

Quick DC Heroes' Articulation
Above: Quick’s exclusive Flash and Robin figures demonstrate the figures’ impressive articlation

One of the really astonishing aspects of these toys is the relative scale. Look at little Robin! The Super-Gals are much smaller than the other figures, and even the diminutive Penguin is scaled proportionately and properly. Perhaps more surprising is the actual size of the toys; Batman, Superman and Flash measure in at a healthy 8 inches tall (my favorite doll height, of course).

Here are some detail shots of these exquisite figures.

Quick Batman
Above: Quick’s Exclusive Batman

Quick Robin
Above: Quick’s Exclusive Robin

Quick Superman
Above: Quick’s Exclusive Superman

Quick Flash
Above: Quick’s Exclusive Flash

Quick Catwoman
Above: Quick’s Exclusive Catwoman

Quick Penguin
Above: Quick’s Exclusive Penguin

Quick Joker
Above: Quick’s Exclusive Joker

Quick Poison Ivy
Above: Quick’s Exclusive Poison Ivy

Quick Batgirl
Above: Quick’s Exclusive Batgirl

Quick Wonder Woman
Above: Quick’s Exclusive Wonder Woman

Rosti On a side note, Darth Burger’s obsessive Web site had me rolling on the floor. Earnestly discussing his favorite restaurant, Burger pleads for the return of Quick’s discontinued Smoked Turkey Burger, called the Rosti (shown at left):

“Created in 2001 to counter the phobia of ox generated by the afffaire of the insane cows, it rarefies today, since the majority of franchized chose to remove it!”

The phrases, “the phobia of ox” and “the afffaire of the insane cows” are two of the funniest translations I’ve ever read. Brilliant.

Burger continued:

“It thus became about it all the more worship, since only certain Quick, those directly managed by the sign, still propose it. The fan will have to thus make kilométres in to sustain himself more.”

Translation of the translation: The Rosti is so good, people will travel from miles around to enjoy its delicious flavor.

I don’t know about that nasty-looking turkey thing, but I do know that if I could get toys like this at an American restaurant, I would drive a long way to do it!

posted in Fast Food, Modern Toys, Quick, Random Musings, World's Greatest Toys | Comments Off

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