As with all major fast food vendors, BK has a menu that specifically targets children. The company introduced its child-oriented product line in North America during the summer of 1990 with an advertising program called the Burger King Kid's Club. In the United States, the meal is called the Kids Club Meal and it is primarily positioned against the popular Happy Meal from McDonald's. The meal includes an entrée, a side order, beverage, and a toy. The toy is usually a product tie-in with a movie or television show. The entrée and side offerings differ from market to market, as does portion size.