"I don't know who is to blame," Mr Easterbrook says. "The issue of obesity is complex and is absolutely one our society is facing, there's no denial about that, but if you break it down I think there's an education piece: how can we better communicate to individuals the importance of a balanced diet and taking care of themselves? Then there's a lifestyle element: there's fewer green spaces and kids are sat home playing computer games on the TV when in the past they'd have been burning off energy outside.

Each game piece will be based on an Atari video game — Asteroids, Centipede, Missile Command, or Star Raiders — and can have a series of rub off spots. If you can match food or Atari game prizes without uncovering a "Zap" spot, you win.