For the last 30 years, Lunchables has helped kids build their lunch, their way. It’s America’s most buildable snack. Which made us wonder ... what else can kids build with their Lunchables?

So we repositioned Lunchables as its own building toy—“the toy you can eat.”

We started building everything from penguins to robots to trains—even flying saucers and Eiffel Towers—out of nothing but Lunchables. We called them “Lunchabuilds,” edible toys kids could make on their own using just what’s in the pack.                                                                                                           

Then, for the first time ever, we brought Lunchables into the toy aisle. We partnered with New York City’s most famous toy store, FAO Schwarz, to bring our builds to life. We filled its legendary Fifth Avenue windows with larger-than-life pizza UFOs, cracker rockets and pretzel horses. We even had multiple billboards in Times Square showcasing our creations and directing people to the store. 

Inside FAO Schwarz, we put our actual Lunchables creations on display next to all the other toys. Kids could even take home blueprints, or scan the QR codes on our boxes to pull up instructions, for all the things they could make with each pack (see them at www.lunchabuilds.com).

It was the biggest activation that FAO Schwarz had ever done, earning over 92 million impressions on the first day it launched. And it was covered everywhere from Adweek to Trend Hunter to HYPEBEAST. We handed out 2,500 sets of our buildable blueprints, and we launched our own set of premium building kits on FAO Schwarz’s site (which sold out online in just two minutes). Even TikTok star Zach King joined in the fun, creating his own Lunchables medieval castle in a TikTok video, which has already generated almost 6 million views.

From Times Square to the toy store, we took what kids have enjoyed about Lunchables for the last 30 years and made it even more fun. Lunchables is more than just lunch—it’s “the toy you can eat.”