An unlikely collision between the worlds of breakfast cereal and rap has made boxes of Reese’s Puffs featuring and designed by Travis Scott a sell out success.
The limited-edition cereal was priced at $50 and was out of stock less than a minute after going on sale.
A tweet from the Reese’s Puffs account says that the custom-edition cereal “sold out in 30 seconds”.
Though the cereal itself is no different to that found in any regular box of Reese’s Puffs, the packaging was designed in collaboration with rapper Travis Scott and features an action figure in his likeness holding a giant silver spoon.
In a nod to the activities often found on the back of cereal packaging, the reverse side features a map of Astroworld, the closed-down theme park from which Travis Scott derived the name of his third studio album.
To promote the launch, the cereal brand opened a pop-up shop filled with boxes of the cereal and giant breakfast props, daubed with the slogan ‘Enjoy Today’.
This isn’t the first time the Sicko Mode rapper has had a merchandising hit on his hands. Official licensed merch sold alongside the launch Astroworld in 2018 was almost as highly-anticipated as the music itself. Hoodies, t-shirts, Levi's denim jackets, skateboards and pool slides carrying the title and other visuals from the album were snapped up by thousands of fans.
Though serial cereal lovers and the rapper’s legion of social media followers will have to wait, the success of the breakfast launch seems likely to spawn a re-run or a follow up. The Reese’s Puffs account added: “Missed your shot? Follow @travisXX + @ReesesPuffs for more to come”.