Oreo debuts Super Mario Bros. cookies

For the first time since 2021, Oreo cookies are temporarily changing their traditional embossments for a new look—the characters from Super Mario Bros.

The partnership between Oreo and Nintendo will feature Mario-themed packs with cookies embossed with one of 16 Super Mario characters, including Mario, Luigi, Yoshi, Bowser, Toad, Goombas, coins, stars and more. Princess Peach will be missing among the cookie faces, since Bowser is trying to take over her castle.

Oreo is encouraging fans to “stop” Bowser (which will be the rarest cookie) by balancing cookies on the rim of a glass of milk, stacking as many hero-embossed cookies as possible atop a Bowser cookie until he is “defeated,” meaning the cookies fall into the milk. Fans who film the stacking and post it with the #SuperMarioOREO will be eligible for a surprise. Mondelēz International-owned Oreo declined to share what fans will win but encourages them to keep an eye out on Oreo’s social channels.

Dentsu Creative handled the campaign.

The brand first began taking orders online on June 26. The cookie packs will roll out in retailers nationwide starting July 10, and will be available while supplies last.

@theoreoofficial

Collect cookies! Save the kingdom! Pre-order LTE Super Mario OREO cookies now! Link in bio. #SuperMarioOREO

♬ original sound - OREO

The partnership comes on the heels of the release of “The Super Mario Bros. Movie,” which was panned by critics, but struck a nostalgic chord and has brought in $1.3 billion at the box office as of this week. (It is the highest-grossing film of 2023.) Oreo is known for variations on its traditional black and white cookie, releasing flavors including cotton candy, mint, birthday cake, and even a lemon flavor. This isn’t the first time Oreo has worked with Nintendo—in 2021 it released Pokémon embossed cookies.

“Oreo is always looking to bring new offerings to our fans and we are thrilled to unveil this super partnership with the iconic Super Mario franchise,” Vishnu Nair, senior brand manager at Oreo, said in a statement. “There are so many playful synergies between Oreo and Super Mario, it was a no-brainer for us to team up to connect fans of all ages through this delightfully playful cookie collaboration.”