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Nintendo dips back into breakfast cereal with its new Amiibo

Nintendo dips back into breakfast cereal with its new Amiibo

November 30, 2017 | By Alex Wawro

The rumors are apparently true: Nintendo's getting back into the breakfast cereal game by partnering with the Kellogg Company to debut boxes of Super Mario Cereal which double as Amiibo for Super Mario Odyssey.

Devs who have been doing this for a while (or were growing up in the U.S. during the '80s) may remember that Nintendo once worked with Ralston Purina to release Ralston breakfast cereals themed around Super Mario Bros., The Legend of Zelda and Donkey Kong

By the '90s Nintendo seemed to be out of the cereal business, but now it's getting back in -- presumably as part of its ongoing efforts to expand its intellectual property licensing business. 

"We believe these endeavors are important to spreading awareness of our IP among consumers, but we do not expect that they will drive a major share of our business immediately," Nintendo chief Tatsumi Kimishima told investors in 2016. 

"We want to have everyone become familiar with our IP by reaching as many people as possible from an early age within their daily lives."

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