In the rest of the world it is known as Kinder Joy. This product is also developing quickly outside Europe due to its unique packaging. It is another egg containing a surprise - and therefore a member of the Kinder Sorpresa family - but it is decidedly more technological. It is made up of two plastic valves, half of which contains the food which you eat with the spoon provided while the other half contains the surprise. These two parts are joined and when opened make a noise that children love, a “clack” that heralds the surprise they will find inside. This extremely modern and amusing product was born of highly specific needs which in this case consisted in taking Kinder Sorpresa to those parts of the world where distance and climate might have hampered its distribution (chocolate shell, packaged in an aluminium film cannot be sold in hot and humid countries). Instead, Kinder Joy withstands humidity and high temperatures and is a hyper-protected and hygienic product suitable for emerging markets such as Africa, South America, India, or places where the climate is not conducive to chocolate. Here the packaging is technically highly advanced and the content integrates perfectly with its packaging… Exceptional research was carried out on barrier, multi-layer and thermoformed materials. Our objective was to protect the product totally. You can easily imagine the difference in terms of costs between Kinder joy and the egg wrapped in aluminium. The format is identical but they are worlds apart. The little surprises contained in the eggs have reached an incredible level of sophistication. They are well made and coloured, with instructions for assembling them… tiny perfect products. The whole creative side of the surprises is dealt with internally, by a company belonging to a group called MPG (Magic Production Group), which take care of everything, from the design phase to production using Italian, European or Asian suppliers. The design concept of these little toys is quite important as we feel the surprise factor is crucial. is a very emotional, astonishing, thrilling moment, which mustn’t disappoint. If it disappoints it is a disaster. You must always include something new able to capture kids’ attention and to allow them t play with others. Indeed, help from mum or dad is often needed to assemble the surprises. This creates a pleasant and amusing parent-child relationship, allowing the child to develop manual and logical skills. Alternatively, the surprises might be actual miniature figures whose stories are told on television. The narrative allows the child to ente into a sort of role-play with these little characters, either following a story they already know or inventing new ones. This develops their imagination. How many surprises do you produce in a year? We have a huge assortment. We produce over 100 surprises every year. Moreover, there is now a fantastic world of collectors and we have discovered that people are paying extortionate sums for them on the internet or at flea markets.