It's been a crazy week in the world of themed cereals, as rumours of a Super Mario Cereal with an amiibo box turned out to be true - though it's only confirmed for the US. It brings to mind Nintendo's pomp in the late '80s and early '90s when it dominated popular culture and breakfasts alike.
Nintendo has now finally confirmed the details on the cereal. Every box will indeed serve as an 'amiibo', as you'll be able to scan it to receive coins or a heart in Super Mario Odyssey. It'll launch on 11th December in the US as a "limited-edition cereal box" - yep, we can look forward to lines of people desperate to get hold of cereal as a collectable.
Below are some glamorous official shots along with some PR fluff that was a little too silly to ignore.
With Super Mario™ Cereal, Nintendo and Kellogg’s® have teamed up to take fans on a breakfast odyssey that will continue long after the cereal box is empty. In addition to collectible Super Mario Odyssey™ box art, each Super Mario Cereal box functions as an amiibo™ accessory, making breakfast a more playful experience.
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 Senior Vice President 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.”
The limited-edition cereal box will begin hitting store shelves across the U.S. as early as Dec. 11. Those playing the Super Mario Odyssey game can tap the cereal box on the Nintendo Switch™ system, like you would an amiibo, to receive gold coins or a heart in the game. Even the cereal itself has a Super Mario twist, with colorful power-up marshmallows and a blast of mixed berry flavor in every box.
“We are thrilled to pack so much fun into one box of cereal,” said Brad Schwan, Senior Director of Morning Foods Marketing. “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.”
Just how fun can breakfast be? We'll soon find out!
Weary old cynicism aside, we hope that Nintendo and Kellogg's get a decent amount of stock into stores so that fans can pick up a box and try it out. We'd hate for it to become another under-supplied release that causes a lot of disappointment.
Are any of you US cereal munchers planning to pick up a box?