Kinder Joy Teams Up With Nintendo For Super Mario Collection Launch In The US
In a move that blends confectionery delight with nostalgic gaming adventure, Kinder Joy has announced a collaboration with Nintendo to introduce its Super Mario Collection to US retailers. The limited-time offering, available from December 2025 through April 2026, transforms the brand’s signature egg-shaped treats into interactive experiences.
Each Kinder Joy features layers of creamy chocolate and crispy cocoa wafer bites, paired with one of 26 collectible Super Mario-themed toys. Designed to appeal to families, the collection positions snack time as an “epic quest of discovery,” encouraging parents and children to engage in playful moments together. This marks a continuation of Kinder’s strategy to infuse its products with pop culture elements, building on previous US launches that emphasize joy and surprise.
The Super Mario toys draw from iconic characters and motifs in the franchise, adding a layer of collectibility that extends beyond the edible component. Distributed nationwide, the collection capitalizes on the holiday season’s start, positioning Kinder Joy as a go-to for festive gifting and everyday indulgence.
This partnership underscores Nintendo’s ongoing expansion into consumer goods, following similar tie-ups in the food sector.
Trends And Themes In Chocolate Brand Collaborations And Promotions
Drawing from observed activities across various chocolate brands this year, the following trends and themes emerge in the confectionery sector.
Pop Culture Integrations: Brands are increasingly partnering with entertainment franchises to create themed products that tap into fanbases and nostalgia. For instance, Kinder Joy’s Super Mario Collection includes 26 themed toys within chocolate treats, while Hershey’s collaboration with The Pokémon Company features special-edition Kisses in collectible foils, and Compartes Chocolate’s tie-up with Wicked: For Good offers 24 gourmet chocolates and six bars inspired by the film’s characters.
Cross-Industry Partnerships: Collaborations extend beyond food into fashion, beauty, and lifestyle sectors to broaden appeal and create novel products. Examples include M&M’s global launch with Crocs for clogs and Jibbitz charms in colorful designs, Hershey’s winter collection with Beekman 1802 incorporating goat milk skincare in scents like Milk Chocolate and Candy Cane across body creams and soaps, and Godiva’s Asia-wide rollout with Labubu for limited-edition soft serve and golden spoons.
Charity And Cause-Driven Initiatives: Brands align with philanthropic efforts to enhance social impact, often tied to seasonal products. See’s Candies partners with the 15/10 Foundation for Dogust, offering donations at checkout alongside Assorted Chocolates, Nuts & Chews, and dog-safe treats; Purdys Chocolatier’s Dear Santa Bar in Canada donates $2 per purchase to children’s hospitals like SickKids Foundation and BC Children’s Hospital.
Celebrity And Ambassador Endorsements: High-profile figures are leveraged in campaigns to boost visibility and cultural relevance. Snickers in Malaysia appoints Mingyu from SEVENTEEN as brand ambassador, Galaxy in India names Mrunal Thakur, and Milka’s European promotion features Katy Perry with chances to win behind-the-scenes tour experiences tied to candy bar purchases.
Experiential And Interactive Marketing: Activations focus on immersive consumer engagements, often digital or event-based. Kinder Chocolate’s US partnership with The Elf on the Shelf includes QR-coded collectible cards unlocking stories in the Applaydu app; Lindt’s Canadian holiday activation in December allows message recordings with complimentary truffles on qualifying purchases.
Giveaways And Reward Programs: Incentives like contests and loyalty schemes drive engagement and trial. Tony’s Chocolonely’s US mystery box giveaway for Chocolate Club members includes surprise bars, merch, and DIY kits; M&M’s launches the Fun Club rewards program, offering points for purchases redeemable for experiences, with a launch promotion for a Times Square store sleepover; Aero in the UK and Ireland offers £10,000 prizes for bubble-less packs due to a factory issue.
Art And Luxury Crossovers: Partnerships with artisanal or premium brands elevate chocolate as a sophisticated gift. Amedei’s Italy collaboration with Pineider 1774 produces a limited-edition “Appunti di Cioccolato” box with 500 numbered pieces combining notebooks and chocolates; Domori’s Italian tie-up with Trollbeads features events in Milan and Turin for sensory experiences and tastings of the Christmas collection; Pierre Marcolini’s US limited-edition with Baobab Collection offers the Pérou candle in white and gold, available in various formats.