Kellogg's and Lego

Last updated: 12 December 2008

Kellogg’s and Lego – Blindingly obvious danger Award for making Lego brick candy

Latest news... Shortly after receiving the Blindingly Obvious Danger Award, Lego released a statement to assure consumers that the product is “scheduled to be discontinued at the end of this calendar year”. Read Lego's response in full.

Lego plastic building bricks are arguably one of the world's most popular toys, and will no doubt be on the Christmas lists of many children once again this year. In a flash of marketing genius earlier this year Lego and Kellogg’s came up with the idea of tapping into kids’ love of Lego by releasing edible candy bricks made to look just like the real thing.

And credit to Kellogg’s, Fun Snacks (aka Snack Stacks) really do look like Lego. While adults and the discerning child may be able to tell the difference, surely it’s not worth the risk of a toddler mistaking the real thing for the yummy treat?

Parents in the US, where the edible replica Lego bricks were first made available, have been outraged at the sheer stupidity of the idea. Fortunately Fun Snacks, do seem rather difficult to find these days (although still possible via Amazon.com in November 2008).

Luke Upchurch, Consumers International Head of Media:

“Sometimes, even the biggest multi-million dollar companies with the most creative minds, need to just stop, take a deep breath, and ask themselves ‘Is this really a good idea?’ Fun Snack’s was definitely one of those moments. We suggest Kellogg’s go back to the drawing board and work on getting kids eating healthier foods, not edible toy imitations.”

Check out all this year’s Bad Company Award winners:
Tesco, Kellogg’s and Lego, Eli Lilly, Samsung, Toyota

What do you think of the winners? Who would have you chosen?

Get further comment and share your own thoughts on the awards on the CI blog.