Are you buying it? Lunchables takes over FAO Schwarz as it claims new title of ‘buildable toy’

Feast your eyes on this, the US snack brand, Lunchables is now a toy. At least, that’s what its new immersive and creative marketing takeover at the iconic US toy shop, FAO Schwarz will have you believe.

Having claimed the title of ‘America’s most buildable snack’ for more than 30 years, Lunchables is now adding ‘toys’ to the resume, pitching itself as a buildable and creative toy and play experience in the run up to the back to school season across the Atlantic.

As part and parcel of the plans, the team has even launched a range of limited edition building kits, called Lunchabuilds. Each kit is modeled after different Lunchables creations, meaning kids can build themselves an edible space rocket, Eiffel Tower, or penguin.

The of the $100 kits will not only supply kids with the lunchable snacks needed to build their creations, but ‘blueprints’ to follow in order to create their constructs, a themed 3D puzzle, and an instant camera with which they can take pictures of their creations.

The kits also include a $1,000 experience voucher centred on the kits’ themes of exploration (a trip to the Camp Kennedy Space Centre), architecture (a trip to the Empire State Building), and Biology (a trip to San Diego Zoo).

 Rachel Drof, marketing director at Kraft Heinz, said: “Like other traditional toys, Lunchables has fostered creativity and individuality by encouraging kids to use their imaginations while playing with and building with their food.

“Now, we’re taking it one step further by giving kids the tools to build anything they can imagine out of Lunchables– like a rocket ship or a robot. With Lunchables, if you can build it then you can eat it!”

During September, just in time for back-to-school season, families visiting New York City’s historic FAO Schwarz store can witness the immersive Lunchables experience – marking the store’s largest takeover to date – larger-than-life Lunchables creations throughout the store and in the renowned storefront windows.

The larger-than-life builds include a six-foot-tall Cracker Stacker rocket ship, a Kabobble Trojan Horse and a Pepperoni Pizza UFO.

Claiming the title of “toy” is part of Lunchables’ new brand platform, “Built to be Eaten.” The FAO Schwarz toy store takeover is the first action Lunchables is taking to meet the changing needs of parents by encouraging kids to stack, build and eat their own way.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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