Reese’s Puffs teamed up with American graffiti artist KAWS on a set of digitally connected cereal boxes.

Reese’s Puffs teamed up with American graffiti artist KAWS on a set of digitally connected cereal boxes. Known as Kawspuffs boxes, the connected packs from Reese’s Puffs carry a QR code that unlocks an AR game featuring KAWS’ signature Companion character (a Mickey Mouse-like figure who’s often seen covering his skeletal face with both hands). Players must control the Companion as it attempts to crunch cereal bits falling from the sky. Consumers can snag the limited-edition boxes at select retail locations where the cereal is sold while a second specially designed box launches November 17—the box retails at $50, but fans who play Kawspuffs AR through a dedicated app can score one of the 150 blue Kawspuffs packages from November 15 to February 27. Releasing packaging tied to digital experiences is a marketing trend food brands have been embracing lately (and YPulse found young people actually are interested in it), and Reese’s Puffs is playing on the collectable quality of KAWS’ pop art in their newest iteration of the trend. (Marketing Dive)