Reese’s Puffs Swirl With KAWS To Launch Collectible $50 Cereal
Image via General Mills / Business Wire
They say breakfast is the most important meal of all, but Reese’s Puffs is taking things further. It’s throwing in a Companion to tide you through the rest of the day.
Street artist KAWS has teamed up with General Mills to create special KAWSPUFFS cereal that’s collectable, delicious, and—believe it or not—playable too.
Two box designs have been unleashed as part of this collaboration, both fronted by the famous KAWS Companion mascot. There’s an orange colorway in line with Reese’s branding, while a rare midnight KAWSPUFFS version marks Reese’s Puffs’ first-ever blue box.
Image via General Mills / Business Wire
The standard orange variation comes in at an affordable US$3.99 and shows the character taking a dip in a peanut butter cup bowl, along with two crosses splashed in Reese’s yellow. The box arrives with a QR code, which, when scanned, unlocks an augmented-reality game where players help the Companion catch falling cereal bits from the sky. This KAWSPUFFS box is currently sold at cereal aisles nationwide.
The other, priced at US$49.99, can’t be found on shelves—it can only be purchased on shop.kawspuffs.com beginning November 17, while stocks last. The box takes on a blue hue to reflect the nighttime appearance of the 24-hour AR game, General Mills explains in press release.
There’s also a chance to obtain the collectors’ boxes for those who achieve top scores in the AR game from November 15 through February 27. The two leading players, on the other hand, will receive boxes signed by KAWS, Marketing Dive details.
“I’ve had a lot of fun teaming up with Reese’s Puffs on this project,” describes KAWS, whose real name is Brian Donnelly. “I think this offers a new way to enjoy COMPANION and I hope people enjoy seeing him on his first cereal box.”
[via Marketing Dive, images via General Mills / Business Wire]
Also check out these recent news
