To anchor the campaign, the Hershey-owned snack brand tapped actress Ellie Kemper and digital creator Chelsea Anderson to develop accessible prompts for both indoor and outdoor settings. The initiative centers on the idea that meaningful family connection does not require elaborate planning, but rather simple opportunities for engagement. The guide includes interactive tasks such as 'Create a Compass,' 'Chalk Cove,' and an 'Aye-Aye' Spy game, all intended to spark curiosity without the need for complex supplies.

The timing of the release addresses a 2025 study highlighting a sharp decrease in unstructured childhood play, which researchers link to essential developmental outcomes like emotional regulation and social interaction. Beyond the activities, the brand is refreshing its portfolio, notably increasing the cheese content in its signature Aged White Cheddar puffs. The full activity guide will be available as a free download on the company’s website starting in July.