Nintendo, Kraft Heinz Team Up for Nintendo Lunchables

Nintendo and the Kraft Heinz Co. are collaborating on a back-to-school campaign for Lunchables.

Beginning Sept. 1, families can find some of Nintendo‘s biggest video game characters adorning the packages of select Lunchables. The campaign will feature characters from Nintendo Switch titles, including Super Mario Maker 2, Mario Kart 8 Deluxe, Yoshi’s Crafted World, Pokémon Sword, and Pokémon Shield. Each specially-marked package will include a My Nintendo Code that kids can redeem for a chance to win a Nintendo prize package or 100 Platinum Points good toward digital rewards.

“We are always looking for ways to put smiles on the faces of fans of all ages,” says Nick Chavez, Nintendo of America’s senior vice president, sales and marketing. “Kids and parents already have an affinity for both Nintendo characters and Lunchables, so it was natural for us to renew our partnership.”

Nintendo-powered Lunchables will be available through Nov. 30. During the promotion, one grand prize will be given away each day — 91 grand prizes in all. Prize packs include Nintendo Switch systems and a selection of games.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.