Milka Creates Gadget To Involve Visually-Impaired Kids On Easter Egg Hunts

For once, blind kids can hop into the Easter tradition of egg hunts, joining their peers in searching bushes and flowerpots for sweets.

Teaming up with the Federation of the Blind of France, chocolate confectioner Milka and creative agency DAVID Madrid designed a ‘Beeping Bunny’ device that lets visually-impaired participants follow their sense of hearing to track down hidden treats.

The hope of this endeavor is to “make Easter even more tender,” says Milka, which has been focused on concepts of tenderness since the 1960s.

The purple gadget, holding Milka’s iconic Easter bunny, plays a delightful melody from its hiding spot when a child is near.

The Beeping Bunny was put to the test by children with visual impairments on their own Easter treasure hunt, and their joyful experience was documented in a wholesome video that you can watch below.

“The Beeping Bunny shows us that there is always an opportunity to make any moment a little more tender,” reflects David Krueger, Group Creative Director at DAVID Madrid. “Seeing the difference this made in the lives of children this Easter was a highlight for us both professionally and personally.” 

[via DAVID Madrid, images courtesy]