Breakfast fun

For the project, launched to coincide with children in England and Wales returning to school, Wilcox re-imagined everyday kitchen utensils, turning them into fantastical contraptions.

Inventions created by Wilcox include a Hungry Tummy Rumbling Amplification Device, a tuba-like device with an in-built microphone that straps around the user’s stomach to amplify the sound of their stomach growling.

Another is the 3D-printed Get Enough spoon that uses lights to indicate how much cereal the child has eaten. A pair of LED eyes at the top of the spoon light up and appear to open and close based on how many calories have been eaten.

The Big Picture: These bright and fun objects are a great example of a brand working with a designer to create something that appeals to young Generation I consumers.