As if The King was not creepy enough—a new concept for Burger King’s packaging will have the crowned mascot staring at you vacantly while you consume your value meal.

The concept according to creator Bernadette Coughlin, “was intended to ‘make it fun’. My approach was to go further than a nice, clean design. I went with a more conceptual approach and made it something that customers could interact with.

Customers can create unique King figurines using the packaging from the value meal. Interchangeable pieces allow for customization in each meal, making for a fun, new experience each time: exchange his robe for a pimp jacket, or his boots for red high heels. The customer has complete control to dress up the King as they see fit; both literally and figuratively, they can Have It Their Way.”

[via The Dieline]