New kids' book by Fruittella can only be read outside, in the sun

Fruittella Brasil has uncovered a new tactic for getting kids outside: a book with pages that seem empty until sunlight hits them. The story that's revealed focuses on outdoor adventures like riding a bike and playing hopscotch, with — you guessed it — no screens in sight, while the book's retro illustrations harken back to a time before Fortnite.

This activation by the candy brand integrates a handful of goals: encouraging kids to get off their devices, read books, go outside and play with others. The limited edition publication, titled Lá Fora É Mais Legal (Outside is Cooler), was launched this past weekend in São Paulo's Ibirapuera Park and developed by creative agency VML Brasil.

🌞🤸‍♀️ Fruittella is tapping into growing concerns about excessive sedentary screen time with a creative nudge. The storybook's sun-activated feature not only adds an element of surprise but also cleverly reinforces the message that outdoor play is as delightful as it is essential — all while positioning Fruittella as a champion of wholesome childhood fun.