Babybel Introduces a Cheesy Twist on Hasbro’s Classic CANDY LAND Game

For a limited time only, Babybel Goodness Land offers a nostalgic solution to a growing generational gap during family playtime

CHICAGO — September 6, 2023 – As families settle back into a school routine, more than half of parents admit that they find it almost impossible to find time to play with their kids during the school year and more than 3 in 5 parents feel disconnected from their kids during playtime, according to a new survey from Babybel®.

Even when parents do find time, most say they are clueless about the digital games their kids ask them to play — from VR and AR to the metaverse, it all feels overwhelming — leaving little room for connection. That’s why Babybel, the makers of everyone’s favorite snack cheese is introducing Babybel Goodness Land, from the makers of CANDY LAND. Created in partnership with leading toy and game company Hasbro, Babybel Goodness Land furthers Hasbro Gaming’s goal of delivering families gaming experiences that are fun to play, watch and share with a new twist on the iconic game designed to help parents build connection and bring goodness to both play time and snack time.

“As schedules quickly fill up and families get back into school routines, time with our kids is even more valuable, so we want to help parents turn even snack time into a moment to connect,” said Melanie Nemoy, Brand Director at Babybel. “CANDY LAND and Babybel are both staples of childhood for so many parents, and we’re thrilled to bring the two together for a snack time game the whole family is sure to love with Babybel Goodness Land.”

In addition to craving connection, the survey found that 61% of parents love the nostalgia that comes with board games and the childhood memories these games bring back. For actress, author and mother of two, Busy Phillips, CANDY LAND was the first — and most iconic — game she played with family and friends growing up, which is why she loves being able to share Babybel Goodness Land with her kids to build connection in a way she can’t with so many digital games. After all, it’s easier to play when you actually know the game, and once parents get kids to try the board games they loved as children, 79% end up playing them with their kids over and over again.

As a long-time Babybel fan, Busy is getting real about the realities of connecting with your kids during playtime and is inviting other parents to pass along their childhood game time memories to kids with this newly imagined version. Through October 4, Babybel fans can visit to enter for a chance to win the limited-edition Babybel Goodness Land game. For additional terms and sweepstakes conditions visit

Babybel and Busy are also taking this moment to give back to their communities in support of Baby2Baby with a donation to further encourage more active play and nostalgic fun for families across the U.S. Busy and Babybel are long-time supporters of Baby2Baby, helping support the charity’s mission to provide children living in poverty with diapers, clothing and all the basic necessities that every child deserves.

Babybel products are available at all national and major retailers, and you can find your favorite varieties of Babybel near you. Share how your family snacks on Babybel during playtime with us on X (Twitter) @Babybel, on TikTok @BabybelUSA, or on Facebook and Instagram @BabybelUS using #BabybelGoodnessLand.

Survey Method:  

The Bel Brands USA Survey was conducted by Wakefield Research ( among 1,000 nationally representative US parents of kids ages 3 to 12, and 250 nationally representative US aunts and uncles of kids ages 3 to 12, between August 2nd and August 6th, 2023, using an email invitation and an online survey. Data has been weighted.        

Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For the interviews conducted in this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points for the parents audience and 6.2 percentage points for the aunts and uncles audience from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.       

About Babybel: 
Part of the Bel Brands USA family, Mini Babybel® and Babybel Plant-Based are the perfect snacks for the whole family! Babybel is one of the most popular brands manufactured by Bel Brands USA Inc., a subsidiary of Bel Group. Bel Brands USA strives to promote healthier, responsible and accessible food for all consumers worldwide. Bel is a major player in the healthy fruit and dairy single-serving portion snacking, as well as a producer of entertaining and alternative cheese options to meet a range of consumer needs. Bel produces more than thirty local and international brands that are sold in more than 130 countries around the globe. In addition to Babybel, other beloved USA brands include Boursin®, The Laughing Cow®, Nurishh®and popular cheese spreads marketed under Kaukauna®, Merkts® and Price*s® labels. Bel Brands USA delivers fun snacks to over 400 million consumers globally.

About Hasbro: 

Hasbro is a leading toy and game company whose mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. Hasbro delivers engaging brand experiences for global audiences through toys, consumer products, gaming and entertainment, with a portfolio of iconic brands including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, Hasbro Gaming, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands. 

Hasbro is guided by our Purpose to create joy and community for all people around the world, one game, one toy, one story at a time. For more than a decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, one of the World’s Most Ethical Companies by Ethisphere Institute and one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50. For more information, visit

About Baby2Baby:

Baby2Baby is a $70 million national non-profit organization that provides children living in poverty with diapers, formula, clothing, and the basic necessities that every child deserves, serving more than one million children across all 50 states. Led by Co-CEOs Kelly Sawyer Patricof and Norah Weinstein, the organization has distributed over 300 million items over the past 12 years – more than any organization of its kind – to children across hospital networks, underserved school districts, and federal agencies addressing poverty, disaster response, and other areas of need. The organization’s success has been propelled forward by its industry-leading model that is redefining what it means to operate a non-profit with a seamless integration of impact, innovation, and influence, which earned them recognition as the #1 non-profit on Fast Company’s World’s Most Innovative Companies List. To learn more about Baby2Baby please visit

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