Not content with giving the world a moldy burger, Burger King is now trying to help parents discipline their kids.

In the brand's latest provocative talking point, designed for Burger King Belgium, agency Buzzman is launching an alternative to the familiar kids' menu that comes with a toy. The "Bad King Junior" menu is toy-free and is designed, says the brand, for badly-behaved kids. A cinema ad and a series of social media films featuring suitably naughty kids is promoting the menu. 

However, all this may be complicated by the fact that, over the Channel in the U.K., Burger King and fast-food rivals have been attacked for the amount of plastic toys they give away. In fact, last September, the brand even pledged to melt down its plastic toys in the U.K. in a sustainability push. 

A spokesperson for Buzzman said the campaign has no link with the environmental push in other countries—though what is happening in the U.K. and elsewhere does put a different perspective on "no toy as punishment."