The Kraft Lunchables “Lunchabuild This” campaign was designed to invite kids to play with their food. In this campaign they brought a sense of playfulness to mealtime by encouraging consumers to literally build various “Lunchabuilds” with their Lunchables. In short, lunchtime became playtime. We took this “built-to-be-eaten” direction to create an engaging mini-game for our interactive canvas. Inspired by Tetris, we decided to challenge users to build specific Lunchables stacks in a fun and fast-paced game. This game was designed to both challenge and educate users. Not only would users need to be familiar with Lunchables in order to succeed at the game, they would also need to do so with a keen eye for building a deep sense of playfulness.