After more than 100 years as a dessert brand, Jell-O is launching its first toy line with Jell-O Play.
The range of gelatin toys is edible and designed to encourage free play. Jell-O Play can be molded into a variety of shapes, with products featuring themes like construction sites, jungle safaris and ocean exploration.
The line’s Jell-O Play Build & Eat kits include plastic molds, while the Jell-O Play Cutters kits feature cookie cutters in various shapes. Additionally, kits are available with edible stickers. The entire range is priced under US$5 and is currently available for pre-order at Amazon.com, as well as through Target stores, Target.com and HEB. Jell-O Play will launch with all major retailers throughout the US this summer.
Jell-O Play is part of Springboard, the new Kraft Heinz platform dedicated to accelerating the growth of disruptive food brands.