Kinder Chocolate® Teams Up with NBA All-Star Paul George to Bring Families Together for a Summer of Play and Basketball with its 'Pass The Fun' Campaign

The chocolate brand introduces limited-edition basketball themed packaging while inspiring families and kids to celebrate their love of the game with a chance to win exciting prizes

PARSIPPANY, N.J., May 5, 2025 /PRNewswire/ -- This summer while school's out, Kinder Chocolate®, a brand that celebrates simply wonderful moments for kids and families,  is reimagining the game of basketball with its new campaign Pass The Fun, featuring nine-time NBA All-Star and parent, Paul George. The campaign aims to bring families together to experience basketball the way it was meant to be played – full of fun and excitement.

As the most popular team sport in the U.S., basketball is played by more than 28 million children ages 6 and up. The Pass The Fun campaign seeks to inspire love for the game, noting that a majority of kids drop out of youth sports because of pressure and burnout. To bring the campaign to life, Kinder Chocolate is partnering with NBA All-Star Paul George, naming him the Commissioner of Fun. Together, Kinder Chocolate and George asked parents and kids to dream up ways to reimagine the sport by creating a one-of-a-kind basketball game filled with fun-first rules – designed by kids, for kids -- to inspire families to get out and Pass The Fun.

"At Kinder Chocolate, we believe in the beauty of simple, wonderful moments—whether it's playing a game with loved ones or enjoying our milk chocolate bar with a creamy milky filling," said Catherine Bertrac, Senior Vice President of Marketing, Ferrero Mainstream Chocolate. "With Pass The Fun launching just as school lets out for summer, we hope to inspire kids and families to embrace basketball in its most fun form."

To bring these rules to life, Kinder Chocolate hosted a special basketball game at the West Side YMCA in New York City, where George acted as referee using the imaginative, fun-focused rules created by kids featuring children from the YMCA's youth basketball program. The game rewarded players with Kinder Chocolate for every three-point shot made, had inflatable seats instead of traditional benches, and featured a pop-up defender as an obstacle on the court. Putting a twist on traditional rules of the game, fouled players were able to choose between a free throw or a layup, and George even tapped his biggest fan, his daughter Olivia, to contribute her own rule: every player must touch the ball before taking a shot, promoting teamwork on the court.

"Basketball has given me so much, but at its core, it's always been about having fun," said Paul George. "As a dad, I see firsthand how important it is for kids to have the freedom to play, explore, and fall in love with the game in their own way – just like I did playing as a kid with friends and family. That's why I'm excited to partner with Kinder Chocolate to inspire families to create simply wonderful moments of enjoyment and connection through basketball."

Starting May 5, Kinder Chocolate is releasing limited-edition Pass The Fun single and share size packs at grocery and convenience stores nationwide. Each special pack will include a Pass The Fun basketball trivia card, with eight different options to discover. The packaging celebrates simply wonderful moments of play, reinforcing Kinder Chocolate's commitment to bringing families together through basketball.

Fans can also enter the Pass The Fun Sweepstakes for a chance to win a virtual meet-and-greet with Paul George or instantly win prizes, including signed jerseys, custom basketballs, water bottles, mini hoops, drawstring bags, and custom headbands. To enter, visit https://KinderPassTheFun.com.

Kinder Chocolate is available in single and share packs, and minis, which can be found at retail, drug, convenience, and grocery stores nationwide.

About Kinder Chocolate
Michele Ferrero developed Kinder Chocolate, which has become a top-selling KINDER™ product. At the heart of Kinder Chocolate is the commitment to sparking, sharing and celebrating simply wonderful moments of togetherness between parents and kids. It is a delicious, sharable treat that proves less truly is more – with just a perfect milk chocolate coating and a creamy milky filling. It comes in small, individually wrapped bars, making it kid-friendly and perfect for families. Every bite is crafted to spark wonder and be Simply Wonderful, helping parents create quality moments of enjoyment and connection with their children.

About Ferrero 
Ferrero began its journey in the small town of Alba in Piedmont, Italy, in 1946. Today, it is one of the world's largest sweet-packaged food companies, with over 35 iconic brands sold in more than 170 countries. The Ferrero Group brings joy to people around the world with much-loved treats and snacks including Nutella®, Kinder®, Tic Tac®, and Ferrero Rocher®. More than 38,000 employees are passionate about helping people celebrate life's special moments. The Ferrero Group's family culture, now in its third generation, is based on dedication to quality and excellence, heritage and a commitment to the planet and communities in which we operate. 

Ferrero entered the North American market in 1969 and has grown to more than 5,400 employees in 15 plants and warehouses, and eight offices in North America across the United States, Canada and the Caribbean. It has expanded its presence and portfolio with the addition of iconic brands such as Butterfinger®, CRUNCH®, Keebler®, Famous Amos®, Mother's Cookies®, and other distinctive cookie and chocolate brands. Follow @FerreroNACorp on Twitter and Instagram. www.ferreronorthamerica.com.

Media Contact:
Keely Bennett Morgan
[email protected]

SOURCE Ferrero North America