Children attending early childhood education and care centres spend a lot of time fitting in with institutional routines. This paper uses ethnographic methods and sociocultural activity theory to describe and analyse the processes whereby young children in an early childhood centre collectively created meaning and interest during potentially boring routine mealtimes. The research explores the relationship between rules and children's playful activity. Using their imaginations children negotiated and played with and within the rules around "eating-together" times. While physically constrained in chairs around tables children enjoyed the freedom of playing with word sounds and meanings. Children actively, collaboratively and at times subversively, created their peer community culture.