Fast food chain KFC recently introduced a well-known Chinese cartoon character IP, to woo those born in late 70s or early 80s. This was the latest move by KFC to attract local consumers in the competitive fast food market. 

The IP is from the 90-minute cartoon film named "Secrets of the heavenly book" produced by the Shanghai Animation Film Studio in 1983, talking about a male fairy who stole a book from heaven and made the secrets in the book benefit the common people.

One set of the cartoon figurines contains three cute characters and sold from 99 yuan ($14.67), according to the KFC's app. 

"The film is one of my favorite films from when I was a child, and it reminds me of my childhood," Guo Tao, a Beijing citizen born in 1978 told the Global Times on Tuesday. He said he will collect the characters as the burgers are not that expensive. 

A set of the cartoon characters is now available on e-commerce platform taobao.com with a price of 90 yuan per set.

On the official website of Shanghai Animation Film Studio, it said it welcomes more cooperation with companies to authorize its classic cartoon characters. 

KFC is not alone in terms of such localization. 

Rival McDonald's China said it will launch special sets of products with the theme of "gold" for the coming Chinese Lunar New Year from Wednesday, in more than 3,000 stores across China. 

McDonald's changed its Chinese company name from "Maidanglao" to "Jingongmen," or "Golden Arches" in October of 2017.