If you were a kid, which would you choose as your lunchtime attaché: a plain brown bag or a colorful sack featuring games, puzzles and cartoon characters?

Lunchbagz is hoping children — as well as moms and marketers — opt for the latter. The Hewlett, NY-based business has a patent pending on the concept, which it's currently shopping around to prospective clients like childrens' TV networks, cereal companies and toymakers. Lunchbagz has created prototypes for several firms, such as a Peanuts toys-themed bag for Sababa Toys.

Debra M. Cohen and her co-president/co-founder Pam Rottenberg originally had an idea to create lunch bags emblazoned with games and puzzles to sell at retail. But when the cost to market them seemed higher than what the average parent would pay, they turned to the idea of selling kid-friendly sponsorships on the bags, which would be mailed directly to parents.

In each mailing (to either client-owned lists or lists supplied by Lunchbagz), parents would get three of the custom-printed bags, along with a card displaying a call to action, such as a coupon.

Besides the promotional material, the bags will feature healthy eating tips and recycling suggestions…such as using them several times.