100,000 limited packs split between Kellogg's merchandise and in-game coupons, featuring new Protein Granola Zero Sugar Dark Chocolate with exclusive Brawl Stars character artwork. First collaboration in 2024 sold 500 packs in one minute during pre-release and stock sold out within a week at major discount stores, demonstrating strong fan demand.
Brawl Stars and Kellogg's Launch 100,000 Limited Packs in Second Collaboration
500 packs sold in one minute during pre-release
Mark
So they're doing this again—a second Kellogg's collaboration. What made the first one work well enough to justify a second?
Mimi
The numbers were pretty decisive. In 2024, they sold 500 packs in one minute during the pre-release phase, and then the stock at major discount stores sold out within a week. That kind of velocity signals real demand.
Luke
Right, but those are two different metrics. One minute of pre-release sales on a livestream platform tells you something about hype and availability scarcity. Selling out at discount stores a week later tells you something else—sustained interest or just normal retail depletion. We don't know the total volume from 2024, so it's hard to judge whether 100,000 packs this time is a proportional increase or a gamble.
Mark
Fair point. So what's different about this second round?
Mimi
The scale is bigger—100,000 packs split evenly between merchandise and in-game coupons. They're also running an offline event with creator meet-ups, autographs, photos, and a lucky draw. It's not just a product drop; it's a community activation.
Luke
The offline event is interesting because it anchors the collaboration in a physical place. But we should note that we only know about the creators participating on those two days. We don't have information about attendance numbers, how many people showed up, or what the actual engagement looked like.
Mark
Does Brawl Stars do a lot of these kinds of brand partnerships?
Mimi
The source doesn't detail their broader partnership strategy, so I can't say whether this is typical for them or unusual. What we do know is that Brawl Stars has over 1 billion cumulative downloads globally since 2018, so they have the audience size to make partnerships like this attractive to brands.
Luke
That's a global figure, though. We don't know how many of those downloads are in Korea, where this collaboration is centered. The event is in Seoul, the product is being sold through Korean retailers—so the real question is whether the Korean player base is large enough to move 100,000 units.
Mark
So the story here is really about whether lightning strikes twice?
Mimi
Essentially, yes. The first collaboration proved there was an audience willing to buy a breakfast cereal because it had Brawl Stars characters on the box. Now they're betting that audience is still there and possibly larger.
Il Polso
- 100,000 limited-edition packs released October 15, split evenly between merchandise and in-game coupons
- First collaboration in 2024 sold 500 packs in one minute on Naver Live Commerce pre-release
- Offline event October 17-18 at Starfield Market Wolgye featuring creators Mingmo, Ted, GGAM BRING, and Holeet
- Brawl Stars has surpassed 1 billion cumulative downloads globally since 2018 launch
100,000 limited packs split between Kellogg's merchandise and in-game coupons, featuring new Protein Granola Zero Sugar Dark Chocolate with exclusive Brawl Stars character artwork. First collaboration in 2024 sold 500 packs in one minute during pre-release and stock sold out within a week at major discount stores, demonstrating strong fan demand.
Supercell's Brawl Stars and Kellogg's launched their second collaboration with 100,000 limited-edition packs featuring exclusive merchandise and in-game coupons, following strong sales from their 2024 partnership.
Supercell's Brawl Stars and Kellogg's are running their second collaboration together, this time with considerably higher ambitions. On October 15, the two companies released 100,000 limited-edition packs—a significant jump from their first partnership two years prior. The bundle comes in two forms: 50,000 packs of exclusive Kellogg's merchandise and 50,000 packs containing in-game coupons. Both varieties feature the same product at their core: Protein Granola Zero Sugar Dark Chocolate, packaged in designs that showcase six different pieces of artwork created specifically for the collaboration, each one built around characters from Brawl Stars.
The first time these brands worked together, in 2024, the results were striking enough to warrant a second round. During the pre-release phase on Naver Live Commerce, 500 packs sold in a single minute. Once the product hit major discount store shelves, the remaining inventory disappeared within seven days. Those numbers told Supercell and Kellogg's something clear: the audience for this crossover existed and was hungry for it.
Byungjun Choi, who heads Brawl Stars marketing for the Korean market, framed the new collaboration as validation of what the first one had proven. "Through our previous first collaboration, we were able to reaffirm the enthusiastic response from fans toward the partnership between Brawl Stars and Kellogg's," he said. That enthusiasm is what prompted the companies to return and expand the scope.
Beyond the packaged goods themselves, Supercell is staging an offline event to deepen engagement with the community. Scheduled for October 17 and 18 at Haetbit Plaza on the ground floor of Starfield Market Wolgye, the event carries the name "Kellogg Battle with Brawl Stars Season 2." On the first day, two prominent Brawl Stars content creators—Mingmo and Ted—will be present. The second day brings GGAM BRING and Holeet. The activities on-site are designed around direct fan interaction: attendees can meet the creators, get autographs, take photos, and participate in a lucky draw.
Brawl Stars itself is a team-based mobile game that Supercell released globally in 2018. The company reports that the game has accumulated more than 1 billion downloads worldwide since launch. That scale of reach is part of what makes partnerships like this one valuable to consumer brands looking to connect with engaged gaming audiences. For Supercell, collaborations like the Kellogg's partnership represent a way to extend the game's presence beyond the screen and into physical retail spaces where fans encounter it in their everyday lives.
Citazioni salienti
Through our previous first collaboration, we were able to reaffirm the enthusiastic response from fans toward the partnership between Brawl Stars and Kellogg's.— Byungjun Choi, Head of Brawl Stars Korea Marketing
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