Nintendo and Kellogg’s® have teamed up to take fans on a breakfast journey with Super Mario™ cereal, that will continue long after the cereal box is empty. In addition to collectible Super Mario Odyssey™ box art, each box functions as an amiibo™ accessory, to make breakfast a more playful experience, say the companies.
The limited-edition cereal box began hitting store shelves across the USA in early December. They are integrated with NFC tags which enable kids playing Nintendo’s Super Mario Odyssey game. They just tap the box with their Nintendo Switch controller “like you would an amiibo” to receive gold coins or a heart they can then use as power-ups when playing the game.
“This powered-up partnership with Kellogg’s is another exciting way for us to expand the Nintendo brand in unique and creative ways,” said Tom Prata, Nintendo of America’s SVP of Strategic Initiatives. “We are always looking for new opportunities to bring smiles to people of all ages, and this is a fun way to kick off the day.”
“We are thrilled to pack so much fun into one box of cereal,” said Brad Schwan, senior director of Morning Foods Marketing at Kellogg’s. “The package adds value and excitement for fans, with marshmallow shapes in the cereal inspired by Super Mario power-ups to tie the theme together.”
Currently the special cereal boxes are only available in the US market.
Source: AIPIA-Active & Intelligent Packaging Industry Association