As students return to class this school year—whether in person or virtually—brands such as Amazon, Walmart and Kellogg’s are trying to score extra credit among fans and consumers with fun, creative pop-ups and activations. Take note of these kid-friendly ideas.
Lunchables’s FAO Schwarz Takeover
Lunchables took over FAO Schwarz in New York City with larger-than-life builds, including a Cracker Stacker rocket ship and Pepperoni Pizza UFO, which are on display throughout the toy store and in the storefront windows in Rockefeller Plaza. The snackable structures include a 6-foot-tall Cracker Stacker rocket ship, a Kabobble Trojan Horse and a Pepperoni Pizza UFO. To celebrate the takeover, Lunchables also created 30 limited-edition “Lunchabuilds” kits, which are available for purchase at FAOSchwarz.com.
Photo: Courtesy of The Kraft Heinz Company
Each Lunchabuilds kit contains the popular snack, a blueprint, a themed 3D puzzle and an instant camera, plus an IRL experience. There are three different types of kits, 10 of each, including the Explorer Kit, a space-centric kit that features a real-life Space Camp experience at Camp Kennedy Space Center, Space Center Houston or Virginia Space Flight Academy; the Architect Kit includes a trip to an architectural wonder in the U.S. such as the Empire State Building, Space Needle or Gateway Arch; and the Biologist Kit comes with a visit to a zoo such as the San Diego Zoo, Bronx Zoo or Omaha Zoo.
Photo: Courtesy of The Kraft Heinz Company
Amazon Prime Video Partners with Shoes That Fit
Amazon Prime Video, in conjunction with its new film Cinderella starring Camila Cabello, collaborated with Shoes That Fit, a nonprofit organization that gives children in need new athletic shoes to attend school. On Aug. 30, the streaming service and Shoes That Fit conducted nationwide deliveries to benefit 5,000 grammar school kids and their families in 11 markets, starting with elementary schools in Compton and Los Angeles.
Photo: Courtesy of Amazon Prime Video
Via Cinderella-wrapped Amazon vehicles, the students received theme boxes filled with new athletic shoes and school supplies.
Photo: Courtesy of Amazon Prime Video
Walmart’s “Homecoming” Concert Series
Walmart hosted a TikTok challenge and a “Homecoming” concert series, including a livestreamed event, to honor teachers, schools and students. Imagine Dragons, Chance the Rapper and Kane Brown performed free outdoor or virtual concerts in Las Vegas, Chicago and Fort Oglethorpe, Ga. During the livestreamed performance by country star Brown, virtual attendees were able to score back-to-school prizes and had access to shoppable content.
Photo: Courtesy of Walmart
Pop-Tarts x Lyrical Lemonade Experience
In partnership with multimedia music company Lyrical Lemonade, Pop-Tarts turned students' gear into one-of-a-kind merch on Aug. 13 in Los Angeles. The Pop-Tarts x Lyrical Lemonade Experience transformed basic items such as backpacks, notebooks, skateboard decks and sneakers into Pop-Tarts flavor-themed collectibles.
Photo: Courtesy of The Kellogg Company
Pop-Tarts x Lyrical Lemonade Experience
Pop-Tarts and Lyrical Lemonade worked with fans to customize their items with paint, patches, custom stickers and live artist illustrations. Pop-Tarts also created a limited-edition Lyrical Lemonade Toaster Pastry, featuring packaging designed by the Lyrical Lemonade team. The "Crazy Good" collaboration, a first for the Kellogg's brand, is available on Lyrical Lemonade's website.
Photo: Courtesy of The Kellogg Company
The customized items were inspired by Pop-Tarts flavors such as Frosted Wildlicious Wild Berry, Hot Fudge Sundae and Frosted Cookies & Crème.
Photo: Courtesy of The Kellogg Company
