Kraft Heinz’s Jell-O is about to be a toy

Jell-O, after some 121 years on store shelves, is giving consumers — and moms in particular — a new reason to consider picking up the iconic flavored gelatin brand.

Jell-O is rolling out a new line of Jell-O gelatin toy kits to encourage kids — and their parents if so inclined — to play more.

Jell-O is a unit of The Kraft Heinz Co. (NASDAQ: KHC), based in Chicago and Pittsburgh.

Research used by Jell-O shows play time for kids has declined by 25 percent over the past several decades…

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