Kellogg’s Rice Krispies Treats, Ludacris kick off “Treat. Eat. Compete” game set

Get your game on.

Kellogg's Rice Krispies Treats brand is turning snack time into game time with the help of multi-platinum artist, actor, philanthropist and proud girl-dad Ludacris. The duo is dropping "Treat. Eat. Compete." a limited-edition game set with five games centered around the Rice Krispies Treats bar.

In a world full of scrolling and streaming, Rice Krispies Treats brand and Ludacris want to remind fans about the memory-making magic of gameplay, drawing inspiration from hilarious new traditions shared by fans nationwide on TikTok. 

"That's why we are challenging families to reach for something simple and snackable—Rice Krispies Treats bars—to get the whole family together around games. Win or lose, everyone gets to enjoy a delicious snack in the end," the company said.

[Read more: Kellogg donates $75K to Albertsons Foundation's Nourishing Neighbors initiative]

Each exclusive "Treat. Eat. Compete." set is packed with specialty items fans need to play this collection of games, from custom score sheets, markers and instruction cards to a Ludacris-inspired bucket hat "winner crown" and a fresh pack of Rice Krispies Treats products that families can restock for replaying again.

No matter what your family and friends are into, there's a game in this set for every competitive craving, the company said. Get your friends and family playing with:

• Wrapper Rhymes: Bust out your best Ludacris-like rhymes and challenge your family to a mini wrap battle using our writable wrappers;
• Stick the Landing: Unwrap our signature sticky bar and flip it in the air until you can get it to stand up on the short side;
• Unicorn Duel: Go head-to-head (literally) with your fam by sticking a bar to your forehead and using it to clash with your opponent until one player loses their horn;
• Treat Mitts: Grab a set of oven mitts and see how fast you can peel back the wrapper to get to that ooey-gooey bar;
• Krispie Cannon: Transform your Rice Krispies Treat bar into a bite-sized cannonball launcher and aim for the empty box; and
• Your Own Snack-Inspired Game: Grab a box of Rice Krispies Treats products and play! When creating #treateatcompete competitions and challenges using your favorite snack, the sky is the limit.

"As a girl dad and a busy parent, spending that quality time with my kids in the spirit of having fun and getting creative—maybe even a little competitive—is so important to me, so playing games is a huge part of how we spend our time together," Ludacris said. "This Rice Krispies Treats 'Treat. Eat. Compete.' collab was the perfect way for me to share our traditions with the world and help inspire more families to get playing, creating, and connecting, plus, give back to a cause close to my heart, Boys & Girls Clubs of America."

[Read more: Kellogg to separate cereal, plant-based food businesses]

The best part? Each "Treat. Eat. Compete." set is much more than a unique addition to the game closet collection—it's a way to support kids in communities nationwide. Alongside a donation of more than $100,000 made on behalf of Rice Krispies Treats brand and Ludacris, proceeds from each game set will support Boys & Girls Clubs of America to help foster more safe places to play, compete and create for kids nationwide.

"At Rice Krispies Treats, we know there's nothing more rewarding than being able to create everlasting moments of connections that bring you closer to loved ones, even if over something simple and sweet like our Rice Krispies Treats bars," said Heidi Ray, senior director of brand marketing for Kellogg's portable wholesome snacks. "That's why we're beyond thrilled to team up with Ludacris to co-create these family-fun-fueling games that inspire new family traditions around the table. We can't wait to see how fans nationwide will be inspired to host after-dinner game nights and snack-time showdowns, all in the spirit of Treat. Eat. Compete.!"

Starting May 8, fans can head to ricekrispiestreats.com and shop the exclusive game set for $20 (including shipping) while supplies last. The games will be restocked daily through May 20 while supplies last.

While the game sets come packed with the instructions and tools for five games to get playing, Kelloggs want to see how families nationwide will be inspired to play new versions and variations of "Treat. Eat. Compete." and hope fans will be encouraged to come up with their own original ooey-gooey #treateatcompete games using Rice Krispies Treats product.

Craving more fun? Kellogg urges families to head to TikTok and follow along with @ludacrisdtp, @ricekrispiestreats and #treateatcompete for more game night excitement and share how your family and friends "Treat. Eat. Compete" with the Rice Krispies Treats brand.