According to a Babybel survey mentioned in the brand’s latest press release, 3 in 5 parents “feel disconnected from their kids during playtime.” Many kids are most interested in computers and video games, which is an area that not all parents are attuned to. Actress and author Busy Philipps, who is also a mother of two, is also partnering with Babybel to promote the game, in part because Candy Land is the first board game she ever played. Both Philipps and Babybel are also supporters of Baby2Baby, a non-profit devoted to making sure all children living in poverty have access to essentials like cribs and diapers. They’re also donating to the company as a way to boost more quality play time and connection for families — and more fun that involves board games from parents’ youth.
The Babybel Goodness Land Candy Land game is another link to its “Join the Goodness” campaign, which launched in 2020. The campaign created animated versions of its cheese wheels and reinvented them as red wax costumed heroes. Havas Global Creative Council helped bring the characters to life in videos. The snack heroes’ names are Superbel, Flexibel, and Bigbel, and it appears these characters are also connected to this game, as they’re shown on the board and included as the pieces players use to play.