Kraft-Heinz has picked up a page from the book of Lego. They’re introducing a new version of their famous Jello-O gelatin mix, one that’s thicker than the other jiggly globs of dessert we’re use to buying in the middle aisle of the grocery section.
But it’s not just the sturdy quality of Jell-O 2.0 that’s making headlines.
This exclusive recipe is only available in Jell-O Play kits, which make the already fun dessert even more enjoyable to make. The kits include plastic molds that can be used for playtime. Just squish your gelatin mix into the molds and create Lego-looking bricks, which can then be stacked one atop the next to create building blocks.
Here’s Why Jell-O Wants to Be a Toy
Kraft-Heinz announced the in a press release titled “Yes, You Can Play With Your Food! After 121 Years, Jell-O is now a toy.”
Interestingly, the press release notes that children’s creativity has declined substantially over the years. Why? Because kids have lost the same freedoms they enjoyed back in the day. (Meaning… Before the internet and before it became scary to walk outside with your door unlocked).
“Play time has declined by 25% over past decades as families have become increasingly over-scheduled, and studies have shown that children’s creativity has declined significantly from this loss of freedom,” it reads. “Through its first-ever line of gelatin toys, JELL-O Play has embraced the mission of making free play activities accessible for families with a range of convenient, easy-to-make activities.”
Unless you believe that food is strictly meant for sustenance and not for play, this is actually a sound agreement for the creation of this product.
So what can you build out of these jiggly Jell-O blocks? Maybe you’ll take on the construction of your dream house. Or you can build a moat to protect your castle from other sugary invaders!
It’s definitely an interesting innovation… Though perhaps a messy one.
Besides Lego-Like Jell-O, the Toy Company Itself Has Some New Products
Of course, Lego always has something in the works to please their dedicated customers. Yesterday, the world’s most famous toy company announced the launch of a $400 Harry Potter Hogwarts castle with an incredible 6,020 pieces of magical intricacy.
Data Source: ir.kraftheinzcompany.com, gizmodo.com