Hasbro will enter the UK confectionery market next week with a
range of ’interactive candy products’ combining toys and sweets.
The new products include Sound Bites - lollipops which when bitten
transfer sound waves to the inner ear.
A TV ad campaign, created by Griffin Bacal, will promote the range under
the Cap Candy brand.
Hasbro is targeting Cap Candy at children aged from four to nine but
also hopes the sweets will have a novelty appeal for adults. It hopes to
repeat the success of such products in the US, where interactive candy
is the fastest growing confectionery sector.