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A digital, character based battle toy to educate kids about eating a healthy, balanced diet. Using play as a teaching platform leads to natural learning.

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Written by DeletedUser

'Battle-bite' is a handheld toy allowing kids to create their own avatars, give them powers by feeding them different foods and battling them against each other.

1. When the child eats something they scan barcodes or program specific food types into the system.
2. Points and powers are awarded based on what the character is fed.
3. Characters then battle against each other and a winner is decided.

- Healthy, fresh foods from all the food groups make characters strong in battle.
- Processed foods high in fat, salt and sugar make characters weak in battle.

Meat and Fish = Strength
Starchy carbs = Speed
Fruit & Veg = Defence
Dairy foods = Strong bones

High fat & salt = slow
High sugar foods = wacky

In order to change the perception of food among kids, they have to be educated correctly. Since children learn through play, the ideal option is to design a toy to educate and tackle the problem from the heart. The primary focus of the toy is to battle. The secondary focus is to learn about a healthy balanced diet through play. By creating an exciting, relevant theme for kids it gives the product an emotional hook and enables the learning to be subconscious.

Children will actively seek and ask parents about foods that will benefit their characters. Therefore raising awareness for both kids and parents. By associating a 'cool toy' with healthy food it reverses the perception of these foods.

The product taps into some of the key emotional play needs for boys:

- Create their own character
- A competition game they can master
- Character to nurture
- Collectible products / weapons / characters

A similar product could also be produced to target girls by using pets as the focus. Girls would raise their pets from babies and keep them healthy by feeding them correctly. Unhealthy foods would bring upon illness to the pets.

The product could be marketed through different channels:
- The traditional toy market could be used as a launch platform if a strong story and character range is developed.
- The idea could be government or commercially funded to make it available to all kids.

Age of kids. The solutions to changing kids’ eating behaviors will vary depending on their age. What works for a toddler won’t necessarily fly for a teenager, although we suspect some concepts might be appropriate for all ages—even adults! Which age bracket does your concept address (tick all relevant boxes)?

  • Elementary (Kids) 5-10
  • Middle school (Tweens) 11-13

Hurdles to success. Helping kids make smarter food choices comes with a variety of hurdles that have to be addressed in order for a design solution to be successful, which of these do you think that your Concept overcomes (tick all relevant boxes)?

  • Peer Pressure
  • Lack of Knowledge

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Photo of Chandra Shekhar

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This is due to boys and girls having very different play patterns and types of play. The battling aspect lends itself well to this type of toy, but this would not appeal to a girls market. However a pet focused solution would, in contrast, appeal more to girls. It's alot easier to separate the genders when designing toys and characters than to try and appeal to both sexes.

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Why do you differentiate the product so much depending on the kid's gender?