In a co-branding stroke of genius, Kellogg's Eggo Waffles and toymaker Lego® have joined to create frozen waffles made with the unique fit-together texture found on Lego building blocks. Kids will no doubt go wild for these. Kellogg's will sell more waffles. Lego will sell more toys. And Mums and Dads everywhere will rest easier knowing that at least some food will land in their kids' stomachs and not on the ceiling. However does the 'play with your food' concept work...should parents not help in showing their childrens good table manners or is this just an easier way to feed fussy three-year-olds?
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