OREO is entering the world of the Marvel Universe with a new limited-edition partnership, aimed at creating a buzz among cookie lovers and superhero fans. The collaboration includes specially embossed cookies, interactive fan experiences, and limited-edition merchandise tied to Marvel’s iconic characters.
A First-of-Its-Kind Collaboration for Marvel and OREO Fans
For generations, OREO has drawn up the light-hearted instances of connection by delivering fan favorites to snackers nationwide. Marvel’s superheroes and even its villains have remained deeply ingrained in pop culture for decades.
That crossover comes to life with the release of MARVEL OREO Stuf of Legends Cookies, which arrive in retail stores nationwide on February 2.
The partnership blends storytelling with product innovation in a way that extends beyond a typical snack release. The limited-edition release draws inspiration from how fans collect and treasure Marvel comics, featuring four distinct package designs.
The artwork on the cookies is done by the popular Marvel Comics artist Todd Nauck, and features a record-breaking 32 distinct cookie embosses that showcase the images of the Avengers, Spider-Man, the X-Men, and the Fantastic Four characters.
To enhance the first-of-its-kind experience, the cookies have a color-changing creme that goes from gray to blue, adding an interactive aspect to the traditional OREO.
Matt Foley, the Vice President of OREO, puts it, the partnership aims to transform fans into active participants and unite the playful brand DNA of OREO. “OREO cookies and Marvel’s epic Super Heroes share something powerful: the ability to spark joy, inspire connection, and create moments that resonate with fans,” said Foley.
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Engaging Fans in a Heroic Quest
The MARVEL OREO Stuf of Legends campaign does not just stop at the cookie aisle. There is a storyline-driven fan challenge established around the mythical fourth pack of cookies. The three special-edition pack variations will be introduced in stores, the fourth is deemed lost, and its delivery is hampered by the villains of Marvel, which leaves the fans in the role of heroes.
Starting February 2, Marvel and the OREO brand are welcoming fans to join and drive a fleet of delivery trucks throughout the country. Fans can participate by scanning a QR code on the packaging or visiting MarvelOREOStufOfLegends.com.
They can register for the promotion and engage in the interactive experience. The participants vote on the routes the trucks are supposed to follow and then scan them to identify potential dangers along the way.
Every vote and route scan will be a new entry in a sweepstakes, providing fans the opportunity to win prizes such as a $1,400 check, a $500 Disney.com gift card, and $100 OREO.com digital code. These can be redeemed to assemble a personalized Marvel OREO Command Center, full of gaming features, Marvel merchandise, and OREO snacks.
Presales Special-edition packs will be available at OREO.com/UnwrapTheCollab beginning January 26. By going to the campaign site or following OREO on its social media platforms, fans can continue following the unfolding storyline and see whether the fourth pack ultimately makes it to shelves.
The MARVEL OREO Stuf of Legends release blends storytelling, design, and snack culture into a more immersive product launch. The partnership also underscores that major brands are increasingly combining food, fandom, and digital interactivity to produce memorable limited-edition products.
As the cookies roll out nationwide, the collaboration is expected to resonate with collectors, Marvel fans, and longtime OREO loyalists alike.
