Between the fashion industry's many mix-ups, franchise tie-ins, and celebrity co-signs, we're either in the golden age of collaborations or experiencing crossover overload. Get ready to add another to the list, as KAWS is apparently linking with Reese's Puffs.
The surprise cereal collab comes at a moment of peak KAWS.
As his TOKYO FIRST exhibit wraps up, the Brooklyn-based artist launched joint efforts with COMME des GARÇONS Parfum and bag brand PORTER, following a big year of drops that included sacai, Human Made and COMME des GARÇONS SHIRT.
Oh and, last week, the artist debuted a Fortnite collaboration.
First seen by users on the KAWS subreddit, the Reese's Puffs cereal boxes were then confirmed by KAWS himself in a post paid for by Reese's. Cut us in, KAWS!
Some Walmart and Target stores are already stocking boxes of KAWS edition Reeses Puffs early, apparently, though they aren't supposed to be on the floor yet. There's nothing inside, which seems like a missed opportunity to have a tiny collectible inside in the vein of old school cereal box prizes.
Instead, there's thematic art on the front and rear along with a scannable QR code.
Presumably, the boxes will eventually link to an AR game called "KAWSPUFFS" but neither the QR code nor KAWS Reeses Puffs website link are actually live yet.
The shock-drop method is similar to the Travis Scott x Reese's Puffs rollout, though there were at least a few initial teasers.
Given that the KAWS boxes are at least in stock, it's fair to assume that they'll actually release soon and perhaps the teasers are actually launching soon.
Scott and Lil Yachty were Reeses Puffs' first major move into the celebrity collaboration market, though the General Mills company hasn't ever really shied away from collaboration. Tinashe recently helped launch Puffs FX, for instance, and back in 2017 Reeses Puffs partnered with NBA 2K18.