Super Mario Interactive Breakfast Cereal

Following the release of the "Super Mario Odyssey" video game on the Nintendo Switch console, the Kellogg Co., based in Battle Creek, Mich., has partnered with Redmond, Wash.-based game company Nintendo of America to launch a companion breakfast cereal whose box functions as an accessory that provides in-game rewards, even after the cereal inside is consumed.

The cereal – which releases less than two months after the game’s debut on the Nintendo Switch console – is a twist based on the iconic Super Mario series, containing colorful power-up marshmallows and a “blast of mixed-berry flavor.” Like Nintendo’s proprietary Amiibo figurines, the limited-edition box contains near-field communication technology to interact with supported games and provide special in-game bonuses – in this game’s case, gold coins or power-up hearts.