Mulino Bianco: the new “Gli Animabili” surprises are back to celebrate back-to-school

This year too, for back-to-school, the Mulino Bianco surprises are back “Gli Animabili” with the new collection of 2026.

Birba the Little Fox, Shelly the Little Snail, Bee the Little Bee and Polly the Little Duck, Pinky the Little Pig and Pepe the Little Donkey, Nella the Ladybird and Sofi the Little Sheep: eight adorable little animals to collect, each with a different function to enhance stationery and make it truly unique.

A special points collection

Consumers who, up to 4 December 2026 purchase one of the products participating in the initiative and play the unique code with 10 alphanumeric characters, printed on the tray or divider inside the promotional products, will receive at home 4 sets of Animabili, each consisting of two different brand-new surprises.

Each set of Animabili is contained inside the iconic matchbox with a completely new and original design, and includes a leaflet telling its story and outlining its main features. To receive them, simply purchase the Mulino Bianco products involved in the initiative, choosing from Pan Goccioli, Focaccelle, Pane + Cioccolato, the Flauti range or the PlumCakerange, and from 25 August, play the code printed on the trays or dividers inside the packs on the Mulino Bianco website.

For every 6 codes played, you will receive a set of Animabili made from recycled plastic directly at home. The collection consists of 4 sets of 2 Animabili each. Consumers can choose the pair set they want on the website. Alternatively, by accepting the automatic selection of the Animabili set made by the system, they will obtain an additional chance to take part in the instant-win phase of the competition. The surprises do not end there: by playing the individual code inside the packs, every consumer will have the chance to win anexperience for the whole family at the snack factory at the Mulino Bianco plants in Cremona, Ascoli Piceno and Melfi. Guaranteed fun, offering a hands-on look at how Mulino Bianco snacks are made.

The multichannel campaign

To tell people about this initiative, Mulino Bianco created a multichannel campaign to immerse people in the world of the Animabili through: alimited-edition packaging for the snacks involved in the initiative, designed to capture shoppers’ attention; in-store amplification with point-of-sale materials and displays of the prizes; a TV tag lasting 5 seconds showing how the Animabili are the perfect playmates for an afternoon with friends, while highlighting all their features; social content on Meta and TikTok to showcase the incredible world of the Animabili; a structured email marketing campaign with profiled mailing lists.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.