Breakfast fun

02 : 09 : 2015 Dominic Wilcox : Kelloggs : Soggy-O-Meter

London – British designer Dominic Wilcox has collaborated with food brand Kellogg’s to create a series of lo-fi inventions to encourage children to eat breakfast.

  • Wilcox created seven inventions
  • Collection includes a Soggy-O-Meter and Crane Head Cereal Serving Device
Soggy-O-Meter by Dominic Wilcox for Kelloggs, UK Soggy-O-Meter by Dominic Wilcox for Kelloggs, UK
Robot Spoon by Dominic Wilcox for Kelloggs, UK Robot Spoon by Dominic Wilcox for Kelloggs, UK
Flying Assistant by Dominic Wilcox for Kelloggs, UK Flying Assistant by Dominic Wilcox for Kelloggs, UK
Head Crane by Dominic Wilcox for Kelloggs, UK Head Crane by Dominic Wilcox for Kelloggs, UK

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.

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