REESE’S PUFFS Partners with Iconic Artist KAWS to Launch Two Cereal Boxes and AR Game | Your money

MINNEAPOLIS – (BUSINESS WIRE) – November 8, 2021–

Continuing its trajectory of partnering with some of popular culture’s most relevant creative minds, REESE’S PUFFS Cereal has now teamed up with renowned artist KAWS. Together, they launch KAWSPUFFS, a new AR game, accessed through two limited edition boxes designed by KAWS.

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REESE’S PUFFS collaborates with iconic artist KAWS to launch two new limited edition cereal boxes and an AR game (Photo: Business Wire)

“Creativity is a cornerstone of REESE’S PUFFS and working with KAWS, one of the most famous artists of our time, is a milestone for us,” said Mindy Murray, Senior Director of Brand Experience at General Mills. “Our fans are creative and multifaceted with interests in music, art, games and beyond. Considering that the buzz about this partnership started building before we could even announce it, we think this is a good indicator that KAWS and REESE’S PUFFS fans are excited about this partnership.

KAWSPUFFS Limited Edition Boxes

The first KAWSPUFFS box features the brand’s signature orange color and KAWS COMPANION, and includes a QR code to access the AR game. This box is now available in grain aisles nationwide for a suggested retail price of $ 3.99.

The second exclusive KAWSPUFFS box is blue in color, a first for REESE’S PUFFS cereal. Blue mimics the night mode of the 24-hour dynamic AR experience. A limited quantity will be available November 17 at for $ 49.99 each. Fans will also have the chance to win one of these collector’s boxes, including a few signed by KAWS himself, by achieving high scores in the KAWSPUFFS AR game.

KAWSPUFFS AR Game and Competition

The AR game takes you into a world with the famous COMPANION of KAWS where you have to bite into the PUFFS falling from the sky. If you miss three, your game is over and COMPANION darkens into a milky disappearance. PUFFS gradually fall faster, but KAWS and REESE’S PUFFS offer bonuses throughout the game that will increase your score and help keep COMPANION afloat.

Fans can enjoy the web experience by accessing the QR code on the box, but should download the KAWSPUFFS app for a more robust experience, and to compete and win limited edition prizes.

Each week on the app, the top 10 players with the highest scores will win one of the 150 exclusive KAWSPUFFS blue boxes reserved for the best players. And, as a bonus for the super fans, the two best scores between 8 a.m. and 11 a.m. CT on Saturday morning will win one of the 30 boxes in total signed by KAWS. The weekly contest runs from November 15 to February 27. Visit for rules and more information.

“I had a lot of fun teaming up with REESE’S PUFFS on this project,” KAWS said. “I think this offers a new way to enjoy COMPANION and I hope people enjoy seeing it on their first box of cereal.”

REESE’S PUFFS Cereal has teamed up with some of the most creative talents to produce popular limited-edition collaborations, such as Lil Yachts from Lil Yachty, which sold out in less than a minute and RP-FX from the last summer where Tinashe and other producers challenged fans to create their own beats with the AR experience on the back of the pack.

Follow @ReesesPuffs to learn more about the REESE’S PUFFS KAWS collaboration.

About General Mills

General Mills makes food the world loves. The company is guided by its acceleration strategy to generate shareholder value by boldly building its brands, relentlessly innovating, liberating its size and being a force for good. Its beloved brand portfolio includes well-known brands such as Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Annie’s, Wanchai Ferry, Yoki and more. Headquartered in Minneapolis, Minnesota, United States, General Mills generated net sales of US $ 18.1 billion for fiscal 2021. In addition, the company’s share of net sales of unconsolidated joint ventures increased. amounted to US $ 1.1 billion.

About KAWS

KAWS engages the public beyond the museums and galleries in which it exhibits regularly. His prolific work straddles the worlds of art and design to include paintings, murals, graphic and product designs, street art, and large-scale sculpture. Over the past two decades, KAWS has built a successful career with work that consistently shows its formal agility as an artist, as well as its underlying spirit, irreverence and affection for our times. Its refined graphic language revitalizes the figuration with both large bold gestures and playful subtleties.

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CONTACT: General Mills Communications


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SOURCE: General Mills

Copyright Business Wire 2021.

PUB: 08/11/2021 08:01 / DISC: 08/11/2021 08:02

Copyright Business Wire 2021.

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