Nintendo’s new Super Mario breakfast cereal is also an amiibo

Kellogg’s and Nintendo have teamed up for Super Mario Cereal, a sugary breakfast cereal designed to promote Super Mario Odyssey. In addition to bringing Nintendo-themed cereals back to store shelves, the release is noteworthy for another reason: The cereal box is an amiibo.

Super Mario Cereal hasn’t been officially announced by Nintendo and Kellogg’s yet, but it’s already reportedly showing up on store shelves. Cereal blog Cerealously uncovered the product earlier this week, and Super Mario Cereal — a mixed berry-flavored cereal with “power-up marshmallows” — is starting to be stocked in stores.

Here’s a look at the box:

Kellogg’s/Nintendo

A poster on Reddit published a picture of what they say is the back of the box, which details the cereal box’s amiibo function:

We reached out to Nintendo and Kellogg’s earlier this week, but neither company has responded to requests for comment (Kellogg’s U.K. Twitter account did confirm the cereal’s existence, however). The two companies already have a relationship for Nintendo-themed food. Kellogg’s previously released Mario Kart fruit-flavored snacks.

Nintendo previously (and famously) flirted with promotional cereals in the 1980s when it teamed up with Ralston Cereals to release the Nintendo Cereal System, a box stuffed with a pair of cereals based on Super Mario Bros. and The Legend of Zelda. The product was discontinued in 1989.