Hold on to your LEGO, and dig up those erector sets and Lincoln Logs: JELL-O has entered the toy business.
In one of those “why didn’t we think of that before?” ideas, the iconic Kraft Heinz-owned gelatin brand is now launching JELL-O Play, a line of edible toy molds for its gelatins that are designed to engage kids ages 4 to 12 years old in “free play and fun [to] use their imagination.”
The first-ever line of JELL-O toys provides simple activities with LEGO-like “edible toys” in the Play Build and Eat Kits that can be molded, shaped and built into whatever a child imagines from kits that are built around themes such as ocean exploration, jungle safaris and construction sites.
JELL-O Play Cutters Kits offer gelatin with cookie cutters in a variety of playful shapes. And JELL-O Play with Edible Stickers combines gelatin with stickers that kids can eat.
Kraft Heinz is marketing its innovation with a short animated film in partnership with Awesomeness TV which follows the rollercoaster journey of a JELL-O play cube, anthropomorphized with raisin eyes, inside a kitchen. It ends happily with the little guy finding his rightful place as a building block of an edible house.
In finding new paths to growth for JELL-O, parents can finally tell their kids it’s OK to play with their food. And for millennial parents looking for new ways to engage their children in creative play, it helps when they can promise dessert at the end of it.
JELL-O Play is a brilliant idea that stemmed from the Kraft Heinz Springboard incubator, its innovation platform designed to “for “nurturing, scaling, and accelerating growth of disruptive US brands within the food and beverage space,” according to a press release — a prime example of how leading CPG companies are tapping into startups’ innovations and talent.
JELL-O Play kits are available for pre-order at Amazon and at select retailers including Target and will be launching at retail stores nationwide throughout the summer. Prices are all under $5.
A closer look at how JELL-O Play “bricks” are made: