Love Playing with Food? Jell-O Turns to Toys

With molds and gelatin cutters, the new product line encourages kids to create food sculpture.

By Ethan L. Johns
June 28, 2018

Source images: Kraft Heinz

When you were growing up, didn’t your parents tell you not to play with food? Food is meant for eating, not playing, right?

Well, what a world it is we live in, because Jell-O has just unveiled a brand new line of “Play” products, which encourage kids to use their imagination by creating jiggy gelatin in all different shapes.

The lineup includes three different types of toys, including Lego-like brick molds that kids can use to stack and build. Cutters (not for cookies!) come in the shape of jungle animals and sea creatures. And “edible mud” pudding comes with stickers, so kids can decorate their chocolatey dessert with edible images of worms and grasshoppers.

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Lamenting a statistic that shows “play time” to have decreased by 25 percent over the past few decades, Jell-O believes it can get kids and their parents to embrace their left brain.

“We want to inspire parents and kids to set their imagination free with a line of gelatin toys celebrating free play and fun,” said Kraft Heinz in a statement. “Jell-O Play is a toy you can eat. There are no rules to what you can make when you let your creativity out of your head, onto your plate, and into your mouth.”

So whether your inner child (or your actual child) wants to recreate a Mars rover or a jungle safari or a Mars jungle, all you have to do is mix it up, let it set, then start playing.

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About Ethan L. Johns

Ethan is the Food News Writer at Genius Kitchen. An expert on the Parisian bistrot, he likes bitters and salted butters, and is no fan of dessert unless it's made with fruit. His hobbies include reading up on the history of borscht and attempting to roll perfect couscous by hand. Twits & Instagram @EthanLJohns