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The OREO brand, in collaboration with Lucasfilm, has announced a major pop-culture integration with the release of Special Edition Star Wars™ OREO Cookies. The launch introduces a gamified "blind box" mechanic to the biscuit aisle, designed to engage fans of both franchises through a surprise reveal element.

Rolling out to retailers nationwide starting June 10, the limited-time offering forces consumers to "discover their destiny" upon opening the pack.

 Light Side vs. Dark Side

The core innovation lies in the packaging strategy. Both iterations of the product are wrapped in identical exterior artwork, concealing the specific allegiance of the cookies inside.

Consumers will not know which version they have purchased until they break the seal:

• The Dark Side: Features red crème.

• The Light Side: Features blue crème.

Product Architecture and 'Kyber' Crystals

Beyond the colour variation, the product features specific formulation tweaks to align with the lore. The crème is infused with "kyber" sugar crystals, inspired by the crystals that power Lightsabers in the Star Wars universe.

Character Embossments: The collection boasts a total of 20 unique character embossments (10 per pack variety).

• Dark Side Pack: Includes characters such as Darth Vader, Darth Maul, and a stormtrooper.

• Light Side Pack: Features icons like Luke Skywalker, Yoda, and Princess Leia.

To deepen the collectability factor, the packaging features original character artwork hand-painted by legendary illustrator Greg Hildebrandt, a key figure in Star Wars visual history known for his iconic poster art since 1977.

Colleen Bowker, Brand Manager at OREO Canada, commented on the strategic fit: "The tremendous fandom between Star Wars and the OREO brand has made this strategic partnership such a fun collaboration... The OREO brand always strives to connect with our dedicated fans in new and unexpected ways through culturally relevant moments – making this partnership between two iconic properties such a natural fit."

The Special Edition Star Wars™ OREO Cookies are a limited-time offering (LTO) available while supplies last. The national rollout commences on 10 June.