Mondelez brand Oreo is the latest CPG to tap into The Super Mario Bros. Movie craze.

The brand is partnering with Nintendo on a limited-edition pack of cookies inspired by the video game franchise and the movie based on it.

Available nationwide starting early this month, the limited-edition cookies include 16 unique embossments featuring Super Mario characters and power-ups, including the ever-popular heroes Mario and Luigi, a super star, coin, and antagonist, Bowser.

“Oreo loves to create new ways for our fans to stay playful and we’re proud to announce our partnership with the iconic Super Mario franchise,” said Lexie Lubov, associate brand manager for Oreo at Mondelez. “The similar fandom between Oreo and Super Mario made this cookie collaboration a natural fit.”

Beginning July 10, the brand is sending fans on a mission to help Mario and company stop Bowser from storming the castle of Princess Peach, who is missing from the cookie embossments.

It’s urging participants to, on the rim of a glass of milk, stack as many hero-embossed cookies as possible atop a Bowser cookie until he is defeated (when the cookies fall into the milk.) and to then share a video of Bowser’s defeat on social. On pack messaging reinforces the ask with “collect cookies, save the kingdom.”

“We hope to unite Oreo cookie lovers and Super Mario enthusiasts alike with this playful challenge, inspired by a storyline fans know all too well,” Lubov says.

This is the second big Oreo LTO unveiled this year, the other being The Most Stuf – a cookie that featured twice as much filling as a Double Stuf Oreo – activated via a metaverse experience within Horizon Worlds.

In its February earnings call, Mondelez EVP and CFO Luca Zaramella, noted that its biscuits segment grew 18% for the quarter, “supported by significant volume growth,” and solid performance by brands such as Oreo, Ritz and Chips Ahoy.

Dentsu is responsible for the creative and organic social. The campaign PR is being supported by Weber Shandwick. VaynerMedia is handling paid media, Katermeg, the website.

This spring, commercial bakery Bimbo Canada teamed up with NBC Universal for a cross-category program featuring The Super Mario Bros. Movie.