Fruittella encourages outdoor play with sun-activated storybook

Brazil – Confectionery brand Fruittella is taking a creative approach to getting kids outdoors with its new sun-activated storybook Lá Fora É Mais Legal (Outside is Cooler).

The book’s pages appear blank until sunlight reveals its playful story, which celebrates screen-free, outdoor activities such as biking and hopscotch. Launched in São Paulo’s Ibirapuera Park, this limited-edition project, developed by VML Brazil, taps into parents’ growing concerns over excessive screen time.

The retro-inspired illustrations evoke nostalgia for a pre-digital era, reinforcing the message that outdoor play is essential for children’s wellbeing. Fruittella’s campaign aligns with its mission to promote wholesome, active lifestyles, cleverly integrating its brand into the broader conversation about the need for children to engage with the physical world.

By turning reading into an outdoor adventure, Fruittella encourages play and brings communal reading events (the rise of which was charted in our Reading Raves report) to a Gen Alpha audience. The book’s innovative sun-activated feature delivers both surprise and delight, reminding families that outside really is cooler.