Burger King will be giving away free kids' meals to people returning plastic toys to the chain's venues.
The "Meltdown" campaign will see plastic toy amnesty bins placed in every restaurant across the UK, according to the Mirror.
And people taking part between September 19 -30 will get a free King Junior meal with any purchase of an adult meal.
The toys will get a new lease of life - transformed into interactive play opportunities for families at Burger King restaurants across the UK.
Burger King UK marketing director Katie Evans said: “It is impossible to ignore the growing problem excessive plastic waste is causing and we are glad to be taking action. At Burger King we know we can positively contribute to finding new, more sustainable solutions, long term.
“We’re inviting customers to donate their unwanted plastic toys and working with Pentatonic, we’re excited to give them a fresh start. We recognised that by replacing them with a more sustainable solution there was an opportunity for us to make a radical change with Meltdown – one of the first of many.”
Burger King UK chief executive Alasdair Murdoch said: "We're making a start. This is a step in the right direction.
"If it makes other competitors move their practices forward, that can only be a good thing."
The plastic will be transformed into new play areas and restaurant items including interactive trays.
Fernando Machado, global chief marketing officer at Burger King, said: "We are a global brand, and the UK market will be leading the way in making this first step towards change, which is part of our wider commitment on reducing plastics.
"Work is currently under way across all of our markets to look at how we can completely move away from non-biodegradable plastic toys by 2025."
All plastic toys will be removed from future kids meals as part of a wider commitment to reduce the chain's use of plastic.
Bosses admitted the move was "spurred on" by Southampton sisters Ella and Caitlin McEwan's petition against the use of plastic toys in children's meals.
The Change.org petition, calling on Burger King and McDonald's to "think of the environment and stop giving plastic toys with their kids meals", has attracted half-a-million signatures.
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