Spider-Man 2, set to be released exclusively on the PlayStation 5 on October 20, has been subject to some unusual marketing tactics in order to generate hype among players. One such strategy came from PlayStation UK, who sent out a now-infamous tweet urging fans to purchase the expensive Collector’s Edition of Spider-Man 2, promising them “19 inches of Venom.” However, it seems that marketing for the game has taken an even more unexpected turn, with popular breakfast cereal brand Wheaties now jumping on the bandwagon.
Wheaties recently announced a limited-run “novelty box” for Spider-Man 2, featuring the masked faces of the game’s protagonists, Peter Parker and Miles Morales, on the front of the packaging. While this may not sound particularly extraordinary, it is the price of these cereal boxes that has caught the attention of many. The most expensive of these boxes will set you back a whopping $70, a startling increase from the standard cost of a box of Wheaties, which typically sits at around $5.
The designs of the Spider-Man 2 cereal boxes themselves are relatively simple, consisting of extreme close-ups of Peter Parker and Miles Morales in their iconic Spider-Man suits. Wheaties evidently believes that there is an untapped market for video game-themed cereal collaborations, hence their decision to produce 2,000 cardboard boxes and 500 custom acrylic-cased versions. The limited edition Spider-Man cereal boxes are available for purchase at $45 and $70 respectively.
However, it is not just the physical cereal boxes that hold value for collectors. Each limited-edition box includes a copy of the tie-in comic for Spider-Man 2, providing fans with further insight into the lives of Peter, Miles, and Mary Jane Watson since the events of the previous games. Additionally, owners of the cereal boxes will also receive a PlayStation Network (PSN) voucher code, allowing them to redeem an exclusive digital collectible of the box, which can be displayed in various ways on the PlayStation App on mobile devices.
The real question remains as to whether Wheaties’ decision to price their cereal boxes at triple-A video game rates will prove successful. It is certainly an unconventional move, and only time will tell if gamers are willing to shell out such a high price for a limited-edition cereal box. For those who may find the cost excessive, alternative options may include purchasing the standard or deluxe version of Spider-Man 2 and obtaining the prequel comic from a local comic book store. Ultimately, the choice lies with the fans and their dedication to both Spider-Man 2 and their morning cereal.