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In a move sure to bring howls from some parents, Jell-O is making it easier for kids to play with their food. In fact, it's encouraging them.
The 121-year-old company said Wednesday it is launching a new line of molds and cookie cutters that turn the gelatin dessert into recognizable shapes. Together with edible stickers, youngsters can transform Jell-O into a toy.
Called Jell-O Play, the new products were designed for kids ages four to 12. They feature molds for creating Lego-like blocks that could prove to be perfect for constructing a jiggly Jell-O fortress. There are also cutters -- like cookie cutters -- to make wriggly animals and sky-related shapes.
"We're stimulating kids to unleash their creativity," said spokesman Sergio Eleuterio. "Eating becomes part of the play."
For example, he envisions children making two animals using the cutters and then pretending that one beast is devouring the other. For added realism, all a kid has to do is take a bite out of one of the animals to simulate its slow-motion demise.
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To allay germaphobic parents, the packages include instructions on how to properly wash hands and the molds. Plus the company suggests consuming the toy parts, er, Jell-O within an hour.
The kits come with the gelatin packs, but the recipe is slightly different than normal Jell-O. Only half as much water is necessary in order to make the gelatin firmer and therefore more play-friendly.
Two packages are for pudding. The chocolate flavored one is called "edible mud." The vanilla versino is now "edible sand." Those recipes are made the traditional way.
Jell-O is owned by packaged-food giant Kraft Heinz.