Nesquik Studios is a new digital and physical platform for parents to help their children use their creativity and imagination to realize their ideas and dreams. A key part of delivering the brand promise of ‘Nourishing Possibility’ is to directly address growing concerns about children’s’ lack of physical activity, the high sugar levels in kids’ diets, and the rise of childhood obesity. With 90% of kids saying they’d rather spend time indoors on the sofa using technology than outdoors, it doesn’t look like the problem is going to go away without direct action. We want to work with an external partner to find new ways to encourage parents and children to create or re-invent games using mobile technology to help kids get active.
Within the NESQUIK® Studios team, we want to encourage children to have an active and physical lifestyle, spending less time looking at screens on the sofa and more time outside playing together. We believe we can help children rediscover their love of outdoor games by combining their love of technology with their natural desire to play, using their imagination and ingenuity. We want to be the first platform that reinvents the playground for the new generation of children, by enhancing outdoor games through mobile technology.
We want to work with an external partner to develop a ‘NESQUIK® Studios’ online forum and development lab where parents and kids can safely create new games to re-discover outdoor play. It should include a variety of tools allowing users to create new, physical games that can be played indoors and outdoors. The games can be completely original or updated versions of classics. Interactivity is paramount: the kids should be able to reinvent the rules to keep things fresh and exciting.
We anticipate that the first few games will be co-created in the NESQUIK® Studios Development Lab, with kids aged between 8 and 14 but, in time, children all over the world will be creating games they love.
Why it matters
By enabling kids to use technology to build new, exciting games, we’ll encourage them to play outside on a regular basis and become more physically active. And the more active they are, the healthier and happier they’ll be. Ultimately this project will help position NESQUIK® as the brand that wants to nourish, inspire and realize kid’s ability to imagine, create and play, while at the same time positively impacting children’s health: ‘Nourishing possibility’.
Every project on HENRi has signed off funding of US$50,000 to pilot a proof-of-concept in market.