Cookie brand Oreo has teamed up with new film, A Minecraft Movie, which hits cinemas from 4 April.
Four special edition cookies have been released as part of the partnership. These are embossed with symbols inspired by Minecraft, which will be familiar with eight-year-olds the world over: the pickaxe, diamond, sword and creeper.
If consumers bite the cookies into squares, they can scan the symbols to access a themed AR online experience, where players hunt for hidden elements from A Minecraft Movie. And if you’re wondering why squares are so important, everything in the Minecraft world is built from blocks.
The special packs also give fans the chance to win exclusive Oreo x A Minecraft Movie prizes.
Perrine Pierrard-Willaey, Marketing Director Europe at Oreo, said: “Our latest partnership with A Minecraft Movie is set to be our most playful collaboration yet—by paying homage to the beloved blocks of Minecraft with our iconic round cookie.
“We’ve seen some amazing partnerships in the past from Xbox to Batman so we hope this partnership excites fans just as much, and we can’t wait to see them taste, play and win!”