# Edible Play Heightening experiences, consumers turn to elements of play that incorporate food. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Sep 2, 2014 | Category: [Life-Stages](https://www.trendhunter.com/pro/category/life-stages) Source: Trend Hunter, https://www.trendhunter.com/protrends/edible-play ## Key Figures - Trend score: 4.2/10 - Evidence articles: 4 ## What is the Edible Play trend? **Edible Play:** Enhancing childhood activities with added indulgences, consumers are turning to toys that integrate confectionery goods. Incorporating sweets like chocolate and candy into board games and building blocks, these edible activities reflect a turn toward more playful methods of engagement. ## At a Glance - Evidence: 4 featured examples - Articles from: Jan 18, 2015 to May 2, 2016 - Published: Sep 2, 2014 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Experience](https://www.trendhunter.com/megatrend/experience), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Edible Play trend ### Playful Foods Consumers are seeking innovative ways to incorporate playful aspects integral within food-based products, thus leading to the rise of play-inspired food trends. ### Edible Activities By encouraging interactions with edible games and toy kits, companies can provide an engaging experience for consumers while elevating the pleasure of snacking. ### Food Personalization Kits Artistic and interactive food personalization kits provide a fun and convenient way to create uniquely personalized snacks and edible items. ## What the Edible Play trend means for industry ### For Food and Beverage Edible play innovations can provide an opportunity for the industry to leverage novel and innovative methods to engage consumers and elevate the snacking experience. ### For Toys and Games Combining food and gaming encourages unconventional methods of consumption and creates immersive experiences around edibles, thus presenting innovative business opportunities to the toy and game industry. ### For Consumer Goods The concept of personalization has always been crucial in consumer goods. Edible personalization kits provide a unique opportunity to capitalize on this trend with innovative marketing. ## Trend signals for Edible Play Trend score 4.2 out of 10, from popularity 67%, activity 50%, freshness 8%. - Popularity: 67% - Activity: 50% - Freshness: 8% ## Examples of the Edible Play trend 4 featured examples from Jan 18, 2015 to May 2, 2016. - [Edible Blowing Bubbles](https://www.trendhunter.com/trends/candy-bubbles): These Candy Bubbles Taste Like Cherry, Grape, Bubble Gum or Tutti Frutti (Category: Life-Stages) Implication: Incorporating candy-flavored bubbles into toys and games can enhance the overall experience for children, leading to innovative product opportunities. - [Chocolate Egg-Decorating Kits](https://www.trendhunter.com/trends/egg-decorating-kits): This Easter Craft Helps Kids Personalize Egg-Shaped Chocolates (Category: Life-Stages) Implication: The food and beverage industry stands to benefit from the trend of edible marker kits, as they offer new and unique ways to engage with customers and provide customizable food opt… - [Building Block Pizzas](https://www.trendhunter.com/trends/piece-of-pizza): This Inedible Piece of Pizza is Recreated Using Colorful LEGO Bricks (Category: Life-Stages) Implication: Food companies and restaurants can explore incorporating LEGO-inspired food replicas as part of their marketing campaigns or as display items to attract customers and engage with… - [Vegetable Stacking Games](https://www.trendhunter.com/trends/stacking-game): This DIYJenga-Inspired Game Concludes with a Healthy Snack (Category: Life-Stages) Implication: The food and beverage industry can benefit from incorporating edible entertainment into their products and services. ## Recent trend clusters - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Ambient Assistance](https://www.trendhunter.com/protrends/ambient-assistance) (Tech) ## Trending in Life-Stages - [Mini Clog Collectibles](https://www.trendhunter.com/trends/cars-x-crocs-blind-box) - [Thoughtfully Designed Lunchboxes](https://www.trendhunter.com/trends/glacier-lunchbox) - [Larger-Format Brainteaser Games](https://www.trendhunter.com/trends/kanoodle-party) - [Historical Character Collectibles](https://www.trendhunter.com/trends/polly-pocket-x-american-girl) All articles: [Life-Stages](https://www.trendhunter.com/life-stages)