Is your Easter egg hunt getting too easy? A magician shares clever hiding tricks for parents

For many families, the Easter egg hunt is one of the most joyful moments of the spring school holidays. The excitement of searching the house or garden for hidden chocolate has long been a much loved tradition for children and parents alike.

But new research suggests the thrill of the hunt may be wearing off for some families. According to a nationwide study commissioned by Cadbury, predictable hiding habits mean many hunts are over almost as quickly as they begin.

The findings reveal that more than half of adults admit they rely on the same hiding spots each year, making it easier than ever for eagle eyed little ones to find their chocolate stash.

Easter Egg hunt clues, riddles and ideas for toddlers, preschoolers and children

Many Easter egg hunts are over in just 12 minutes

The research found that 57% of adults reuse the same hiding spots every year, creating patterns that children quickly learn to recognise.

Common places include behind furniture (44%), in plain sight (42%), and inside cupboards or drawers (40%). Because these spots are used so frequently, many egg hunts are surprisingly short, lasting an average of just 12 minutes.

Nearly half of children and adults taking part in the study said they can often predict where the eggs will be hidden before the hunt even begins. In fact, 49% of respondents said they already know where to look, turning the hunt into more of a routine than a surprise.

At the same time, the research shows parents are keen to make the tradition feel special again. Around 65% of people surveyed said they are looking for new inspiration to bring back the excitement.

A magician shares ways to make your Easter egg hunt more exciting

To help families shake up their Easter traditions, Cadbury has launched a new campaign – Better the Hide, Better the Hunt – and has enlisted the help of magician and comedian Pete Firman.

Firman has been appointed the brand’s “Master of Hiding”, sharing playful tricks and ideas designed to make hunts more challenging and memorable for children.

“Our Easter egg hunts have become a little predictable," says Pete. "I'm here to inject some magical misdirection and playfulness into this cherished family ritual. Prepare for some serious head-scratching, because with my Golden Rules of Hiding, I'm utilising the power of illusion and deception to outsmart even the savviest egg hunters. Those eggs won't just be hidden – they'll be practically invisible.”

The idea behind the campaign is simple. With a little more creativity and planning, a classic Easter egg hunt can become a much bigger adventure for children.

Chloe Jean-Marie, Senior Brand Manager at Mondelez, the American snack company that has owned Cadbury since 2010, says the tradition is about far more than chocolate.

“The true joy behind the Easter egg hunt ritual lies not just in the chocolate, but in the art of the hide,” says Chloe Jean-Marie. “We understand that many families are looking for ways to elevate their Easter Egg hunts this year. Our research confirms that parents are actively seeking new inspiration, and we're confident that with a bit of creativity, we can restore and enhance the magic of the hunt.”

8 clever Easter egg hiding ideas to try this year

If your usual hiding spots have become a little too easy to guess, Pete Firman's playful ideas could help make this year’s hunt feel extra special.

1. Use a clever decoy

"For this illusion, we master the art of disguise and misdirection. Carefully unwrap a couple of Cadbury Easter eggs and save the purple foil. Wrap up a real egg in the foil and pop it in the fridge. Your hunter will think they’ve found the goods… until they unwrap it and realise it’s an egg. Keep the real Easter egg hidden nearby for the quick “ta‑da!” reveal. "

2. Hide eggs inside everyday objects

"For my next trick, grab a glass jar and pop an Easter egg inside. Print off a photo of dried lentils, roll it up, and place it into the jar with the image facing outwards. At first glance it looks like a jar full of lentils, but you’ve actually got loads of space inside to hide a couple of tasty Easter eggs."

3. Think above ground level

"The trick here is camouflaging with nature and using unexpected elevations. When hiding eggs in the garden, don’t be limited to ground level! Hang some eggs from branches of trees. If you really want to disguise them, glue some of the tree's leaves to the eggs for extra camouflage!"

4. Turn clothes into a secret hiding spot

"Magicians are always accused of hiding things up their sleeves, so why not actually hide an egg there? This tip uses the classic magical technique of creating a hidden void within an ordinary object. Use a bulldog clip to close up the sleeve of a jacket hanging up on a hook or hatstand and drop an egg down the sleeve. The clip prevents it from dropping out too early!"

5. Focus on an exciting reveal

"If someone has a ball of yarn and ribbon, you could wrap the egg up in that to conceal it from view. It also makes for an exciting reveal when the ball is unravelled to reveal an Easter egg. This technique employs the art of layered deception."

6. Make them work for it

"Let's play with perception! Gather a stack of empty plant pots. Now, here's the misdirection: Don't just stick the egg in the top one (that's far too obvious!), nor the second one either. Stash your Easter egg in the bottom pot, where no one expects to look. It's all about outsmarting the hunter. "

7. Elevate your usual hiding spots

"Time to ditch the predictable hiding spots! Under the table? Overdone! Instead, channel your inner magician and carefully tape that Easter egg to the underside of a chair or table - where no one would think to look. Trust me, they'll probably miss it at first glance. A little extra effort for a chocolatey reward never hurt anyone! "

8. Create hiding spaces inside everyday objects

"Here's a clever twist on a household staple. Carefully cut the bottom out of a tissue box and remove all the tissues. Now, you've got plenty of room to hide a couple of Easter eggs underneath! Push just one discarded tissue through the top hole, so everything looks normal. Crafty, right? They'll be sniffing around everywhere else!"

Small changes can make the tradition feel magical again

For parents planning an Easter egg hunt this year, the research suggests that simply switching up hiding spots and adding a little creativity can make a big difference.

By moving beyond the usual cupboard or sofa hiding place, families may be able to turn a quick chocolate dash into a longer, more memorable adventure for everyone involved.

Read more:

15 easy Easter crafts for kids

Easy Easter bonnet ideas for kids

Easter Egg hunt clues, riddles and ideas for toddlers, preschoolers and children