The Innovation director of the brand convened a multidisciplinary team composed of myself as a designer, an anthropologist and a psychologist to evaluate the foundations of the concept of a candy/toy platform in order to illuminate opportunities for the development stage and improving its potential. I collaborated with an Anthropologist, Psychologist and the Research & Development team to deliver appropriate triggers for appealing and sustainable design solutions for a platform that would stay relevant through time. Besides a thorough literature review we used several qualitative methods such as interviews, observations and content analysis of focus groups. One of the main insights we discovered was that there is an ingrained mantra in families that food is not for playing so the main idea of the platform would not be successful unless it included other factors that would be accepted by the mothers which in this case is the shopper of inspireka. We concluded that the necessary value triad for the candy/toy platform should work in the intersection between amusement/learning, game/training and satisfaction/skill. The products would include an educational element to attract the mother and engage the child in a recreational training. The results were a 30% increase in the sales of these products. Results prove this was a useful methodology to reduce the risk of non-adoption and improve the development and market potential of future ideas.