Continuing in its trajectory of partnering with some of the most relevant creative minds of popular culture, REESE’S PUFFS cereal is now teaming up with renowned artist KAWS. Together, they are releasing KAWSPUFFS, a new AR game, which is accessed via two limited-edition boxes designed by KAWS.
“Creativity is part of the foundation of REESE’S PUFFS and collaborating with KAWS, one of the most globally successful artists of our time, is a major milestone for us,” said Mindy Murray, senior manager of Brand Experience at General Mills. “Our fans are creative and multifaceted with interests across music, art, gaming and beyond. Given that buzz of this partnership began building before we could even announce it, we think it’s a good indicator that both KAWS and REESE’S PUFFS fans are excited about this partnership.”
KAWS engages audiences beyond the museums and galleries in which he regularly exhibits. His prolific body of work straddles the worlds of art and design to include paintings, murals, graphic and product design, street art, and large-scale sculptures. Over the last two decades KAWS has built a successful career with work that consistently shows his formal agility as an artist, as well as his underlying wit, irreverence, and affection for our times. His refined graphic language revitalizes figuration with both big, bold gestures and playful intricacies.
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 available now in cereal aisles nationwide at an SRP of $3.99.
The second exclusive KAWSPUFFS box is blue in color, a first for REESE’S PUFFS cereal. The blue mimics the nighttime mode of the dynamic 24-hour AR experience. A limited quantity will drop on November 17 at shop.kawspuffs.com for $49.99 each. Fans will also have a chance to win one of these collectors’ boxes, including a select few signed by KAWS himself, by achieving high scores in the KAWSPUFFS AR game.