As families settle back into a school routine, more than half of parents admit that they find it almost impossible to find time to play with their kids during the school year and more than 3 in 5 parents feel disconnected from their kids during playtime, according to a new survey from Babybel. 

Babybel, a brand of Bel Brands USA, Chicago, partnered with leading toy and game company Hasbro, to create an interesting new game: Babybel Goodness Land. The limited-edition game features a new twist on the Candy Land game played in one’s youth and helps parents build connection and  goodness to both play time and snack time, the companies say.

“As schedules quickly fill up and families get back into school routines, time with our kids is even more valuable, so we want to help parents turn even snack time into a moment to connect,” said Melanie Nemoy, brand director at Babybel. “CANDY LAND and Babybel are both staples of childhood for so many parents, and we’re thrilled to bring the two together for a snack time game the whole family is sure to love with Babybel Goodness Land.”

In addition to craving connection, the survey found that 61% of parents love the nostalgia that comes with board games and the childhood memories these games bring back. For actress, author and mother of two, Busy Philipps, CANDY LAND was the first — and most iconic — game she played with family and friends growing up, which is why she loves being able to share Babybel Goodness with her kids and to build connection in a way she can’t with so many digital games.

 After all, it’s easier to play when you actually know the game, and once parents get kids to try the board games they loved as children, 79% end up playing them with their kids over and over again. As a long-time Babybel fan, Busy is getting real about the realities of connecting with your kids during playtime and is inviting other parents to pass along their childhood game time memories to kids with this newly imagined version.

Through October 4, Babybel fans can visit to enter for a chance to win the limited-edition Babybel Goodness Land game. For additional terms and sweepstakes conditions visit the website. Babybel and Busy also are giving back to their communities in support of Baby2Baby with a donation to further encourage more active play and nostalgic fun for families across the U.S. Baby2Baby provides children living in poverty across the country with diapers, clothing and all the basic necessities that every child deserves.