Chick-fil-A Features HowStuffWorks as Kid Premiums

QSR Chick-fil-A has teamed up with HowStuffWorks to offer illustrated card sets as part of the brand's latest educational premiums in its kid's meal program.

Chick-fil-A is offering five card sets that explain how certain things work promoting the "cool" factor of science and technology. The premiums, which are available with the purchase of a kid's meal through May 7, include Vehicle Tech, Forces of Nature, Human Body, Around the House and Fun and Games.

Through the premiums, consumers can find answers to some hard to answer questions, including "What happens to food once it hits the stomach?" and "How does a 4.5 million pound space shuttle fly?" The premiums target children between four and eight. Chick-Fil-A offers board books as premiums for children three and under.

Chick-fil-A is offering one of five HowStuffWorks educational card sets with every kid's meal purchase through May 7

Over the next four months, Chick-fil-A will offer Zoom Books, Fandex Presidents Car Decks and "If you Give a Mouse..." books as its kid's meal premiums.

HowStuffWorks provides explanations of how things work through its Web site at HowStuffWorks.com, a popular book series and a kids' magazine. The Atlanta-based company is a division of The Convex Group.

Unlike other QSRs that offer toys based on popular children's movies or TV shows as part of kids' meals offerings, Chick-fil-A distributes educational premiums that promote character development and encourage parent interaction, said Angela Savage, senior creative services consultant for Chick-fil-A.

"We try to imbed some type of educational component into the premiums," Savage said. "We want people to look at the items we provide and say, 'Hey, this is something different.'"

In 1997, Chick-fil-A re-invented its premium strategy, developing a tagline "Growing Kids Inside and Out" for its kid's meal program, blazing new ground for QSR premiums. The goal is to develop young minds with suitable, educational premiums. The QSR conducts regular focus groups with parents, educators and children to screen ideas for its kid's meal program.