It all seems like some crazy practical joke or belated April Fool’s gag, but this one is real. Kellogg’s have teamed up with Lego to produce what can only be described as the most dangerous idea for a kid’s snack…ever.

They’re called “Fun Snacks” and they’re replica Lego bricks made of edible fruit-flavored, well, corn syrup I guess. The ingredients list alone would be enough to say “stay back” in my opinion. Here it is:

CORN SYRUP, SUGAR, APPLE PUREE CONCENTRATE, WATER, MODIFIED CORN STARCH, GELATIN, CONTAINS TWO PERCENT OR LESS OF CITRIC ACID, ASCORBIC ACID (VITAMIN C), NATURAL AND ARTIFICIAL FLAVOR, COLOR ADDED, HYDROGENATED COCONUT OIL†, CARNAUBA WAX, YELLOW #5, RED #40, SODIUM CITRATE, BLUE #1.

fun snacks

But the far bigger danger here is the delightful shape that these gummy snacks take. These detailed replicas of Lego bricks, in a variety of colors, undo years of work that diligent parents have put in.

We tell our children not to put these things in their mouth, as they could choke. We tell them to stay away from these things as anything other than a toy. We keep our younger children away from them. And then, boom, Kellogg’s teams up with Lego to make a children’s snack that undermines all of that!

This reminds me of a perfume called Poison, which created outrage when it was launched. “Now it’s OK to touch poison?” one angry woman shouted. But I laughed that off because, to be fair, Poison was not marketed to, or intended to be used by, children.

With the Lego Fun Snacks, there’s no such excuse readily available. These snacks are marketed directly to children on the ads that run in between Saturday morning cartoons, and they’re placed low down on grocery store shelves.

I have to wonder, is the marketing genius behind this one a parent? It seems like a cool idea to anyone devoid of parenting skills or knowledge, but then how did it pass the focus group test? I hope to see these pulled from the shelves very soon, and if enough of you get the word out, that may very well happen.

This is not a harmless snack, this is not a soft target. This is a bad idea, and with your help we may be able to get Kellogg’s to take back this heinous idea before it does any real damage. Here's the contact us form. I ask that you help us pull these snacks from the shelves before someone in their new product department comes up with "fun pill snacks" in the shape of Advil.