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The Rube Goldberg Machine Contest® Builds a Partnership with Lunchables® as Task Sponsor for 2023 Competition: Build A Lunchables®


The Rube Goldberg Machine Contest® Builds a Partnership with Lunchables® as Task Sponsor for 2023 Competition: Build A Lunchables®

Kids will reimagine ‘playing with your food’ by designing a Rube Goldberg machine that ends with building a Lunchabuild® creation.

LOS ANGELES, September 21st, 2022 - The Rube Goldberg Institute (RGI) is proud to announce that the task sponsor for the 2023 Rube Goldberg Machine Contest® is Lunchables®, the beloved buildable, real food that powers kids forward manufactured by the Kraft Heinz Company. This year’s task is fittingly called Build A Lunchables®, in celebration of the brand’s Lunchabuild This campaign, which is designed to fuel kids’ creativity and inspire them to build what they see out in the world.

A Rube Goldberg Machine is an overly engineered invention that uses ordinary objects in extraordinary ways to accomplish a single task. These chain-reaction contraptions are based on the work of the Pulitzer Prize winning cartoonist, Rube Goldberg (1883-1971). Every year since 1988, tens of thousands of students across the country build Rube Goldberg Machines and participate in its annual competitions. At the beginning of each school year The Rube Goldberg Machine Contest® announces its annual task, a simple problem that each machine must solve.

The 2023 Rube Goldberg Machine Contest® takes rolling submissions on its website,, from September 21, 2022, through March 23, 2023, with winners being announced on April 23, 2023. Prizes include trophies, Visa gift cards, and Rube swag. For more information on the contest, visit

Whether a rocket ship, penguin or UFO, there are endless possibilities for what kids can build with Lunchables® and the creativity involved in stacking, crafting and building now brings the art of invention into the mix. While playing with your food is fun, the contest will encourage problem solving with your food as all participants in the competition are challenged to imagine, design and build a working Rube Goldberg machine that through a series of chain reactions ends in building a Lunchabuild® creation.

“Lunchables® is excited to partner with The Rube Goldberg Institute and can’t wait to see what amazing Lunchables®-inspired inventions they’ll dream up,” said Samantha Mills, Associate Director of Brand Communications for Lunchables®. “The Build a Lunchables® Rube Goldberg task reinforces our commitment to fueling kids’ creativity and inspiring them to explore the limits of their imagination.

"Partnering with Lunchables® for this year's Rube Goldberg Machine Contest® is a dream come true! Inspiring kids to build crazy contraptions with one of their favorite lunch and snack foods is right in our sweet spot,” says Jennifer George, Rube's granddaughter and the Chief Creative Officer of the Rube Goldberg Institute. "Every year our Rube Goldberg Machine Contest® invites builders of all ages to think differently about the everyday objects that surround them -- and Lunchables® does the same thing with food. As partners, each with a mission to inspire creativity and out-of-the-box thinking, we are perfectly aligned. We can’t wait to see what the kids come up with!”

The Rube Goldberg Institute for Innovation & Creativity is a not-for-profit focused on equity and access in STEM and arts education. RGI works with partners, collaborators, and sponsors to promote education opportunities that spark creativity and curiosity through the lens of its namesake. The hands-on fun of imagining, designing, and building Rube Goldberg Machines, inspires scientific thinking, improvisation, teamwork and storytelling. Through improbable engineering and creative problem solving, Rube kids develop the skills, confidence, curiosity, and sense of humor they need to build a sustainable future.

To learn more about The Institute visit and to find building inspiration, including blueprints for more than 25 Lunchabuilds please visit

Click here for to watch our launch video!

About Rube Goldberg

Rube Goldberg (1883-1970) was a Pulitzer-Prize-winning cartoonist best known for his comical chain reaction invention cartoons. For 60+ years his work was published daily in hundreds of newspapers and magazines. The overwhelming popularity of his absurdly complex invention drawings made him a cultural icon, an adjective in the Merriam-Webster Dictionary, and now a searchable hash-tag with over 1B posts for #rubegoldberg. In 1988 the Rube Goldberg Machine Contest® started as a small college-level event and is now an international competition for students of all ages. The Institute also offers annual contests in cartooning and Minecraft, while exhibitions, books, licensing, merchandising, customized curriculum, and entertainment properties continue to grow and enhance the brand. Follow Rube Goldberg on Facebook, Instagram and Twitter. Use hashtag #rubegoldbergmachine. To watch one of our favorite young builders and see his Rube Goldberg Machine, click here.


We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious. Consumers are at the center of everything we do. With 2020 net sales of approximately $26 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of six consumer-driven product platforms. As global citizens, we’re dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting or following us on LinkedIn and Twitter.

Media contact:

For Rube Goldberg

Deborah Calagna