Consumer Products

Jell-O Play squishes out yummy new toy

The dessert brand is continuing its jiggle into the toy aisle with a new line of edible slime.
November 15, 2018

Jell-O Play is putting a new spin on the slime trend with what it does best—edible goop. Available now for pre-order on Amazon and due out at select retailers next month, its first two edible slime toys come in strawberry unicorn and lime monster flavors for US$9.99.

Slime has been a major social media trend over the last couple years, with YouTubers sharing DIY slime recipes, creative ways to use slime, and slime-themed challenges for kids. Karina Garcia, for one, has amassed 8.4 million subscribers to her channel that is mainly dedicated to slime; and she posted a video in July that featured Jell-O.

The dessert company launched its first toy line—Jell-O Play—this summer after 100 years in the market as a confectionery brand. The Build & Eat play range features plastic molds, cookie cutters and edible stickers that can be molded into a variety of shapes with themes like construction site, jungle safari and ocean exploration. It retails at Amazon, Target (in stores and online) and HEB for less than US$5. The company also rolled out a new animated series called The Jell-O Wobz on YouTube and Amazon Prime Video this year, starring a group of Jell-O characters cast from basic kitchen objects who explore the world around them.

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