Kraft just launched the Dinner, Not Art iPad app which has been designed for their consumers, primarily kids, to have a digital macaroni art experience. Welcome to the new world of Kiddie Apps!
It is no surprise that U.S. toy market leader Fisher Price is leading the charge. Their most popular app, Laugh & Learn (Shapes and Colors Music Show) had an estimated three million downloads this past year. The app, along with other kiddie technology products they are developing, is the result of a process they utilize called spelunking. Spelunking is the simple act of observing children at play. The spelunking process has been around since Fisher Price introduced PlayLab back in 1961. The big hit that year was the Chatter Phone, a plastic big-eyed rotary phone. Other toy companies are setting up spelunking labs and are working with digital media companies – LeapFrog, maker of the kiddie tablet LeapPad, as well as Hasbro and Crayola.
The Dinner, Not Art digital macaroni art app enables users to choose their own canvas, rotate and size noodles, as well as use a paintbrush to create a colorful art piece. Digital macaroni masterpieces can then be easily glued to the app players’ family digital refrigerators. Kraft in developing their app hired an agency that will also assist them with a fully integrated marketing campaign. TV spots airing from now until October will direct consumers to either a Website (dinnernotart.com) or to the Apple store where the app can be downloaded. Kraft will also engage with their consumers and promote the app via Facebook, Twitter, Pinterest and YouTube. To add further topspin to the Dinner, Not Art campaign, Kraft has built in a cause-marketing element. They will be donating 10 real noodles to Feeding America for every digital noodle used in the app.
I strongly recommend purchasing Fisher Price’s Apptivity Case or BodyGuardz Clear Skins to protect your iPad against kiddie drool.