construction set: Jell-O Play: Construction Build + Eat Kit

For decades, savvy parents and canny preschool teachers have known that gelatin cut into bricks not only make a fun snack but they also can allow children to play with their food. In 2018, the folks at Jell-O finally caught onto commercializing that use and have produced coordinated sets they call "Build and Eat Kits" that come with gelatin and molds to form LEGO-like construction bricks that can be assembled into different themed structures and characters--and then eaten. For parents, Jell-O cites research showing a 25 percent decrease in playtime for kids and encourages families to play in the kitchen--of course, using Jell-O gelatin. In contemporary terms for investors, Jell-O is seeking to make a traditional product into a "disruptive food brand," breaking out of dated thinking about the appeal of Jell-O and potentially catapulting the product into new markets and user segments. The firm supported the summer 2018 launch with an animated promotion called "Bring Your Kitchen to Life" running in movie theaters across the U.S.