Microsoft's announced its teaming up with Burger King to have small, interactive Kinectimals plush toys in its kids meals. Brilliant.
The toys can also be scanned via Kinect and played with in the game. Once the animals are scanned, you can use them as toys for other main creatures in the game.
This video here should explain it a bit better.
Burger King has done game promotions before, having released its own game for 360 previously.
Kinectimals launches this November alongside Kinect itself.