Eggscellent! Eggstraordinary! You get the gist.

Wordplay and eggs: they go together like boiled egg and soldiers. What better way to celebrate the launch of wordsmithery sequel Super Scribblenauts than to tie-in with leading ovum producer Stonegate Eggs, then?

Specially branded boxes containing so-called "Intelligent Eating Eggs" will bear the likeness of Maxwell and his iconic rooster hat, with a dedicated website offering puzzles to be solved, presumably by boosting your brainpower with an egg or two. Clever customers could win themselves a DSi and one of ten copies of Super Scribblenauts, which launches on October 29th.

Warner Bros' UK sales and marketing director Spencer Crossley is very excited about the cross-promotion.

Intelligent Eating Eggs is a great match for Super Scribblenauts, providing a clever link outside of our usual advertising arena. Stocked nationwide in Waitrose, Intelligent Eating Eggs with Super Scribblenauts branding will allow us to reach new audiences and broaden the market for the game.

Waitrose and video games: a match made in heaven.