Oreo Creates ‘Art Of Play’ Toys To Reintroduce Joy To Stressed Kids In China
Image courtesy of Publicis Groupe for Oreo
Oreo is giving well-needed playtime a twist with a series of Art of Play toys. These black-and-white goodies specifically extend some fun to schoolchildren in China, who do little more than study.
Kids only have one hour of enjoyment a day in China, where playtime is the lowest globally. This pressure to excel reaches into adulthood, with the infamous “996” work culture (9 am to 9 pm, six days a week) becoming commonplace.
Turns out, the country has a rich history of such playful pursuits, with inventions like the Tangram and even soccer gracing the world for millennia. But with the modern emphasis on academics and achievement, playtime in China has become a disappearing act. Enter the Oreo cookie, stepping in to remind the nation of its fun-loving heritage. Joining forces with advertising agency Leo Burnett Shanghai, the playful brand has launched Art of Play, an ongoing platform dedicated to bringing back the joy of play.
Image courtesy of Publicis Groupe for Oreo
Oreo tapped toy designer Lao Wang to reimagine three iconic Chinese toys—the Luban Lock (a mind-bending puzzle dating back 2,500 years), the Kong Zhu (a spinning top with roots stretching back 1,800 to 1,900 years), and the Tangram (a geometric dissection puzzle over 1,000 years old).
Image courtesy of Publicis Groupe for Oreo
Envisioned in Oreo’s signature black and white, these reinvented classics aim to spark creativity in kids, reminding parents and educators that fostering imagination is just as crucial as academic focus.
Image courtesy of Publicis Groupe for Oreo
“China is the nation that brought board games, soccer and playing cards to the world, but these days, we have forgotten how to play,” says Grace Zhu, vice-president of marketing and growth at Mondelez China. “Oreo’s vision is in our tagline, ‘Stay Playful’: as the world’s most playful cookie, our mission is to unlock playfulness in everyday life. Using toys as our medium, we are reconnecting China with its playful past and starting a conversation about creating a more balanced world for kids.”
Image courtesy of Publicis Groupe for Oreo
The brand has also taken its message to the heart of Shanghai’s bustling subway system, where it recreated a famous 1,000-year-old artwork, with a twist—the traditional toys were replaced with study tools and symbols of academic pressure. The thought-provoking installation challenges onlookers to ponder: why has 5,000 years of playfulness been forgotten? How can we create a more balanced and sustainable way of life?
“Modern China gives the world a serious image of hyper-competitiveness, technological innovation, and manufacturing prowess at breakneck speed. The lighter, optimistic side of the culture is often forgotten,” comments Natalie Lam, chief creative officer at Publicis Groupe APAC. “Yet it is a deeply ingrained truth that has existed for over 5,000 years. If you look at classic Chinese art, the subjects led very enviable leisurely lives—they’re always playing music, appreciating the moon, enjoying nature, fishing, or playing games. We wanted to bring some of that balance back into stressful modern life.”
Image courtesy of Publicis Groupe for Oreo
Oreo’s redesigned puzzles are available as limited-edition kits on Chinese marketplace Tmall, bundled with packs of their delicious cookies. The company has also donated Art of Play toys to schools across China, encouraging teachers to incorporate playfulness into their daily routines.
[via Publicis Groupe, images courtesy]
