Magician Pete Firman has partnered with Cadbury as the brand's newly appointed Master of Hiding to help parents extend Easter egg hunts, which new research shows last an average of just 12 minutes in the UK. Firman is applying principles of magical misdirection to create more engaging and longer-lasting hunts.
Research commissioned by Cadbury found that 57% of British adults admit to using the same hiding spots each year, with common locations such as behind furniture (44%), in plain sight (42%), and in cupboards and drawers (40%) leading to hunts that end too quickly. To address this, Cadbury has launched a campaign called 'Better the Hide, Better the Hunt'.
Firman has devised a set of 'Golden Rules of Hiding' that include techniques such as disguising a real egg in Cadbury foil and hiding it in the fridge, or placing an egg in a jar with a photo of lentils to create the illusion of a pantry item. Other tricks involve hanging eggs from tree branches with leaves glued on for camouflage, hiding eggs inside a jacket sleeve secured with a bulldog clip, or wrapping eggs in yarn for a layered reveal.
Chloe Jean-Marie, Senior Brand Manager at Mondelez, said: 'The true joy behind Easter egg hunts lies not just in the chocolate, but in the art of the hide. We understand that many families are looking for ways to elevate their Easter egg hunts this year.' She added that the research confirms parents are actively seeking new inspiration.
Firman commented: 'Let's face it, our Easter egg hunts have become predictable. I'm here to inject some playfulness and magical misdirection into this cherished family ritual. Prepare for some serious head scratching because with my Golden Rules of Hiding, I'm using the power of illusion and deception to outsmart even the savviest egg hunters.'
