Pictured: 2023 Kinder Joy of moving - Children's League kicks off

Ferrero China announced the launch of the 2023 Kinder Joy of moving – Children's League at Century Link Plaza in Shanghai on Aug. 19, despite the summer heat. Ms. Pu Wei, a Chinese women’s footballer, joined the offline event as a guest and played football games with the children, adding more excitement to the event. This year's Kinder Joy of moving campaign introduces seven creative games to unlock a diversified and joyful sporting experience, so that children can immerse themselves in the joy of sports together with their families and friends during this delightfully hot summer and create fantastic childhood memories.

Adhering to the Kinder Joy of moving principle of "Whatever the game, let joy win", the event set up four playing zones with different themes, including "Enjoy the Joyful Moment", "Playing with your Best Friend", "Fun Sport Games" and "Game with your Parents", to correspond with the "4 Fs" elements (Fun, Friendship, Fair Play, Family) that Kinder Joy of moving promotes. The seven creative games are designed to inject vitality into children's life during the summer vacation. Kinder took football, table tennis and basketball, China's three most popular ball games, and added fun to the classic games in creative ways, to promote children's physical fitness and motor coordination. In the games of "Hopscotch" and "Climbing", the children and their parents mobilized all their muscles to push towards the "finish point", fully utilizing their coordination and endurance. In addition, parents' joyful childhood memories are also relived on the sports field. In the "Hoop Rolling" game, parents and children join hands to play the classic folk game and share joy. The "Happy Beat" retro game console allows children to become masters of rhythm. In time with the dynamic music, they tap and light-up buttons, strengthening their concentration, responsiveness and coordination to the "rhythm" of the beat.

Pictured: Kids enjoy the joy of moving in games

With the 31st FISU World University Games held in Chengdu, Sichuan this summer, youthful energy and passion blossomed on the field of play, which led to a growing passion for sports among children. For this summer, Kinder Joy of moving set-up a mini playground, with the games of the campaign based on the Joy of moving methodology, which instinctively shifts the focus from performance to fun, from competition to collaboration, in the hopes of developing children's life skills and cultivating their interest in sports to help them have a fulfilling summer holiday.

Pu Wei, a special guest of Kinder Joy of moving event, said: "I have always believed that there is no barrier between games, sports and fun, and that childhood is the best time to cultivate an active lifestyle and moving habits. Ferrero's Kinder Joy of moving project encourages every child's natural inclination to be active, move and play. It also encourages parents to spend more time with their children and interact with them through play time and sports."

Pictured: Pu Wei, special guest of Kinder Joy of moving event, gives a speech

Alessandro Tripaldella, Category Director of Kinder, Ferrero China, said: "Kinder Joy of moving returns this summer as promised, continuing to fulfill Ferrero's corporate social responsibility commitment. Kinder believes that a happy child today makes a better adult tomorrow. Through this project, we hope to inspire children to see the possibilities and joy of sports, stimulate their interest in moving and encourage parents to spend joyful and quality time with their kids."

Pictured: Alessandro Tripaldella, Category Director of Kinder, Ferrero China, gives the opening remark

In addition to the two-day Kinder Joy of moving - Children's League, this summer holiday, Kinder also launched the "Joy of moving Corners" offline activities in eight cities in China, including Chengdu, Wuhan, and Shanghai, offering children across cities and regions a lively sports experience in the summer. In the future, the Kinder Joy of moving project will expand its footprint in China to unlock the joy of sports with families in a variety of forms.

About "Kinder Joy of moving"

"Kinder Joy of moving", formerly known as "Kinder+Sport", is Ferrero Group's international social responsibility project to support youth sports, and it is also one of the key measures for the Group to fulfill its corporate social responsibility. The project seeks to promote an active and healthy lifestyle among children and their families by encouraging them to participate more in multidisciplinary events and to develop a lifestyle of regular exercise. Ferrero launched the "Kinder Joy of moving" project in 2005 and has covered 33 countries and regions so far, demonstrating that the Group remains committed to becoming a global leader in promoting youth sports.

About "Kinder Joy of moving" in China

In order to ensure the concept of Joy of moving benefits more children in China, Ferrero introduced the "Kinder Joy of moving" project in 2009. At present, it has carried out activities including winter long-distance running, parent-child marathon, tennis camp, football camp, school sports season and other activities in Beijing, Shanghai, Guangzhou and other cities in the mainland. It has attracted more than 20,000 children from hundreds of primary and secondary schools to participate in the activity, covering more than two million people. The project has established cooperation with five provincial/municipal sports associations, inviting many domestic and foreign sports celebrities to join hands to promote an active sports lifestyle. The Kinder Joy of moving project will continue to carry out more activities in mainland China to bring the joy of sports to more Chinese children and teenagers.

[All Images via FERRERO CHINA]