In a three-year partnership, Fruit Shoot Mini Mudder events will take place in the UK, US and Ireland in 2015 with plans for further expansion in 2016 and 2017.
The obstacle course, targeted at children aged seven to 12, will feature slides, tunnels, a laser maze and a mud hill, modeled after the 10 to 12 mile adult Tough Mudder and Mudderella military-style endurance challenges which were founded in 2010.
The Fruit Shoot Mini Mudder courses will be untimed in an effort to tap into the “common positioning” of the brands, which claim to both promote teamwork, and will also look to “create dialogue with parents”.
Barwell says: “We carried out research amongst kids which revealed that children have limited access to outdoor adventures, yet taking part in activities that challenge them and give them a sense of achievement appeals to them the most.”
He also told Marketing Week: “Fruit Shoot was a good fit as it is our most developed brand in terms of international expansion and has a global footprint.
“There’s nothing like this for kids. It’s about encouraging kids to be active and promoting adventurous play.
According to Barwell, last year more people completed a Tough Mudder than a marathon in the US last year, an audience the company is now hoping to tap into through its work with Freuds on digital, social and experiential, with sampling and branded products to be delivered at the events.
The first Fruit Shoot Mini Mudder will take place in Florida on 7 March, with the UK event set to take place on 2 and 3 May in Oxfordshire.