OREO Partners with Marvel for 'Stuf of Legends' Line Featuring Colour-Changing Crème and Record 32 Designs

Mondelez International’s OREO brand has announced a major strategic collaboration with Disney Consumer Products, unveiling the MARVEL OREO Stuf of Legends Cookies.

Launching nationwide on 2 February, the limited-edition release is designed to engage the massive Marvel fanbase through a combination of product innovation and gamified storytelling. The partnership pushes the boundaries of the brand's manufacturing capabilities, featuring the highest number of unique cookie designs ever released in a single drop.

Colour-Changing Crème

For the first time in the brand's history, OREO is introducing a colour-changing crème technology. The filling transitions from grey to blue upon consumption, adding an interactive, "unexpected twist" to every bite that aligns with the superhero theme.

Design Architecture: A Record-Breaking Drop

The collection features 32 unique cookie embossments—a record for the brand. The designs span the breadth of the Marvel Universe, showcasing iconic characters from:

The Avengers
Spider-Man
X-Men
The Fantastic Four

To appeal to collectors, the product is housed in special-edition packaging featuring illustrations by renowned Marvel Comics artist Todd Nauck.

Campaign Mechanics: The 'Missing' Fourth Pack

The marketing activation is built around a narrative arc involving a "missing" product. While four collectable pack designs exist, only three are initially hitting shelves. The brand has constructed a storyline where an "evil force" (Marvel villains) is blocking the arrival of the fourth pack.

Starting 2 February, fans are tasked with a digital activation to "help protect the fleet of delivery trucks" and guide the final pack to its destination.

Matt Foley, Vice President of OREO, commented on the cultural strategy:

"OREO cookies and Marvel's epic Super Heroes share something powerful: the ability to spark joy, inspire connection, and create moments that resonate with fans. This collaboration takes the iconicity of both brands and channels it into an experience where fans are not just spectators, but participants encouraged to immerse themselves in Super Hero-inspired play through the lens of OREO cookies."