Wheaties Boxes to Feature Marvel’s Spider-Man 2 in Brand’s First Superhero Video Game Collaboration (EXCLUSIVE)
variety.comKatcy Stephan Wheaties is changing the game – literally. The General Mills cereal brand is taking its tagline, “the breakfast of champions,” to a new level by honoring Miles Morales and Peter Parker, the superheroes of Marvel’s Spider-Man 2.
The collaboration with Sony Interactive Entertainment, Insomniac Games and Marvel marks the first time in the food brand’s history it has featured video game characters on its iconic boxes.
The limited-edition box will be available exclusively on the Wheaties website on Thursday, Oct. 19. The dual-facing box features both Spider-Men, highlighting the new capability in Marvel’s Spider-Man 2 for players to switch between Peter and Miles, allowing them to experience each hero’s unique stories and try their new superpowers. “This is really special.
Wheaties has had a lot of firsts over the years” Eric Lempel, head of global business and marketing for Sony Interactive Entertainment, tells Variety. “They did the first female athlete.
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