Petits Filous "Peel, lick, play free" by Grey London

Petits Filous is partnering with Amazon's grocery service Pantry to facilitate imaginative children's play in a number of ways.

The partnership will see 200,000 Amazon Pantry boxes include play-inspiring instructions for how the boxes can be used to create a space helmet, pirate ship or enchanted castle.

Alexa, meanwhile, gets four new skills, accessed by saying "Alexa, open Petits Filous", which will provide kids with mini-challenges to stimulate play. The brand will also include play ideas on the inside of the lid of 28 million fromage frais pots.