FILE - In this May 18, 2006 photo, Burger King CEO John W. Chidsey, background center, watches as"The King" mascot of Burger King Corp., arrives at the New York Stock Exchange in New York. Burger King's spooky "The King" mascot is retiring so the struggling burger chain can refocus its marketing to reach new customers. The mascot has been around for years, but recently has become a more prevalent and somewhat creepy presence in ads. The fast food chain, which has suffered declining sales, will roll out a new advertising campaign this weekend sans "The King" that will focus on its burgers. (AP Photo/Richard Drew)