Oreo Will Team-Up With Disney’s Marvel Characters

Oreo‘s newest team-up is with characters who really thrive on teams.

The Mondelez cookie, which has orchestrated intriguing collabs with everyone from Post Malone to Lady Gaga, is striking an alliance with Disney’s Marvel characters. Starting February 2, many food retailers will carry — for a limited time — packages of Marvel Oreo Stuf of Legends Cookies, which will feature the popular sandwich cookie embossed with characters from the Avengers, X-Men, and Fantastic Four — along with Spider-Man favorites.

“We ended up developing 32 unique embossed cookies., 32 2 different characters across those 4 properties of Avengers, Spider-Man, X-Men, and Fantastic Four,” says Matt Foley, vice president of Oreo at Mondelez. “We’ve never done anything close to that from a scale perspective.”

Instead of unveiling a new flavor as part of its new partnership, Oreo is telling a story. Only three of the four packages are set to hit stores. A fourth package has been blocked by Marvel villains. Fans will be encouraged to scan QR codes contained on the packages, then register and vote on what route a truck should take while scanning potential routes for danger. Each vote and route scan earns entries in a sweepstake that could result in winning a $1400 check, $500 Disney.com gift card and a $100 Oreo.com digital code.

The alliance took two years to devise, says Foley, and Oreo and Disney have been discussing a Marvel team-up ever since Oreo and Star Wars teamed up to devise cookie packages that either contained “dark side” or “light side” cookies.

We are very intentional when collaborating with brands that embrace our values and serve our goal in creating unforgettable products and experiences at every level for consumers,” said Liz Shortreed, senior vice president Americas & Global Softlines, Disney Consumer Products, via email. “Much like Marvel, Oreo is a trusted and beloved brand, and this collaboration brings iconic Super Heroes into people’s homes and everyday lives in a way that is innovative in the consumables space as well as authentic to the Marvel Universe.” 

A random assortment of character cookies will fill every package, says Foley, so fans can never be entirely sure which group they might get. Oreo worked with Todd Nauck, a popular Marvel artist, to make certain the depictions of the characters on the cookies were realistic.

Oreo has been issuing new flavors for years, and the spin-offs have become more of a feature than a bug. The marketing stunts bring new customers to the cookie, and generates new awareness of the overall product line. “These tend to be very incremental for our business and drive a lot of energy and excitement with our customers,” says Foley. “It’s something that does a lot for the brand” in terms of consumer engagement.”