Lunchables, The Toy You Can Build and Eat, Takes Over FAO Schwarz With Larger-Than-Life Builds
September 01 2021 - 9:43AM
Business Wire
To celebrate its immersive toy store
experience, the Lunchables brand is introducing limited-edition
“Lunchabuilds” building kits to inspire kids to build and eat their
way
After fueling the next generation of creative kids as a
lunchtime favorite, the Lunchables brand is claiming a new and
unexpected title: toy. As America’s most buildable snack for more
than 30 years, Lunchables joins the ranks of other prestigious toys
with an immersive, creativity-fueling experience at FAO Schwarz,
the world’s most iconic toy store.
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the full release here:
https://www.businesswire.com/news/home/20210901005660/en/
Families visiting FAO Schwarz in New York
City can experience Lunchables like never before. (Photo: Business
Wire)
“For years, kids have been dreaming, building and creating with
Lunchables,” said Rachel Drof, marketing director at Kraft Heinz.
“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
experience Lunchables like never before. The immersive experience,
which is the largest store takeover to date, features
larger-than-life Lunchables creations throughout the store and in
the renowned storefront windows in Rockefeller Plaza. The
larger-than-life builds include a 6-foot-tall Cracker Stacker
rocket ship, a Kabobble Trojan Horse and a Pepperoni Pizza UFO.
To celebrate the Lunchables toy store takeover, the brand is
introducing “Lunchabuilds” – limited-edition building kits that
fuels kids’ imaginations with experiences built for future
explorers, architects, and biologists.
Each Lunchabuilds kit is modeled after different Lunchables
creations and includes a Lunchables pack, a blueprint, and an
out-of-this-world experience to inspire future creators – such as a
galactic getaway, a trip to an architectural wonder, or visit to an
iconic zoo. Ready to become a future explorer, architect, or
biologist? Hurry, because there are limited kits available.
Lunchabuilds kits can be purchased exclusively online at
FAOSchwarz.com for $100 beginning Friday, September 3.
As parenting traditions adapt and change to meet new family
realities, parents continue to look for ways to jumpstart kids’
creativity and empower them to use their imagination. 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.
To learn more about Lunchables becoming a toy and the
limited-edition Lunchabuilds, visit FAOSchwarz.com or follow along
on Facebook, Twitter and Instagram.
ABOUT THE KRAFT HEINZ COMPANY
We are driving transformation at The Kraft Heinz Company
(Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious.
Consumers are at the center of everything we do. With 2020 net
sales of approximately $26 billion, we are committed to growing our
iconic and emerging food and beverage brands on a global scale. We
leverage our scale and agility to unleash the full power of Kraft
Heinz across a portfolio of six consumer-driven product platforms.
As global citizens, we’re dedicated to making a sustainable,
ethical impact while helping feed the world in healthy, responsible
ways. Learn more about our journey by visiting
www.kraftheinzcompany.com or following us on LinkedIn and
Twitter.
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version on businesswire.com: https://www.businesswire.com/news/home/20210901005660/en/
Jenna Thornton Kraft
Heinz jenna.thornton@kraftheinz.com
Taylor Higgins ICF Next
taylor.higgins@icfnext.com
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