Lady Antebellum will sing “Happy Birthday” to Oreo cookies as the classic kids’ treat celebrates its 100th year with a flash-mob-style party today at the Grove, according to the Los Angeles Times.

Organizers say the 11 a.m. (PT) event is the flagship of seven similar spontaneous celebrations across the country where kids (big and small) will enjoy Oreo-themed games, photos with the Oreo Man and the free concert.

“Kids don’t necessarily get time to have kid fun anymore,” said event spokeswoman Caroline Lainio. “Those spontaneous moments of fun that people don’t have on a daily basis — that’s what Oreo wants to create.”

Nabisco, which makes Oreos, has research to back up such a claim. The company conducted a global survey of more than 7,000 parents last year and concluded that the “spirit of childhood is at risk worldwide, as parents and kids alike yearn to be more carefree.”

So organizers hope a few Oreos and a large glass of milk will get people dunking, splitting and licking the cookies in a few brief moments of unadulterated fun. 

“It’s a testament to a cookie that’s so unique in its own right,” Lainio said. “It just has some special  appeal to it.”