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NEWS November 3, 2014

New approach: Max offers digital toy in Maxboxen


Starting today, Max will for the first time give out a digital, rather than a physical, toy in the children’s meal, Maxbox. The toy is Gro Memo, an app game that encourages play and dialogue between children and parents about environmental and sustainability issues.

− Max has been working with sustainability issues for many years, and Gro Memo is a game that is completely in line with our values ​​and the awareness we are trying to create with our guests. It is the first time we test this approach and we hope our guests, both children and parents, will appreciate it. As far as we know, no one in our industry in Europe has tried this before. We look forward with excitement to the visitors’ comments, says Carina Dyberg, Marketing Communications Manager at Max.

The producer of the app game Gro Memo is Gro Play, a Swedish game studio that develops award-winning games that teach children about “the good life” and that inspire the whole family to have a sustainable lifestyle.

− We urge other companies to follow Max’s initiative. In addition to the creating a positive dialogue about sustainability, a digital toy lasts longer than a physical give-away. It also often has a smaller impact on the environment because it avoids the use of raw materials in the production process, and it requires no transport; distribution is done digitally, says Patricia Richter, co-founder of Gro Play.

Gro Memo will be offered in Maxboxen the 3rd through 16th of November, 2014. After the activity is completed, Gro Play and Max will make an assessment of how guests experienced the initiative. Gro Memo typically costs 7-15 SEK and is distributed digitally via Apple App Store and Google Play.

> Read more about Gro Play 


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