5 days Ago By Richard Jenkins
OREO has erected a massive square cookie, taking over the Observation Point on the side of London's River Thames. The four-metre by four-metre cookie sculpture was unveiled to celebrate OREO's partnership with the highly anticipated A Minecraft Movie , offering a tribute to the game's iconic blocky aesthetic. The colossal cookie replica was finalised as the last piece was hoisted into position using a hefty 20,000-pound telehandler.
In addition to the giant cookie, OREO also introduced ultra-rare square-shaped cookies for the first time, deviating from their traditional round biscuits. These limited-edition treats, complete with four corners and a unique embossed design inspired by Minecraft, had fans queuing up to get their hands on them. Becky Latcham of OREO UK expressed her excitement about the venture, saying: "This is our most playful partnership yet, so we knew we had to go big-both literally and creatively-to celebrate it.
"We're thrilled for fans to experience our square cookie prototype as well as our special-edition A Minecraft Movie cookies." Visitors could use their smartphones to scan the installation where they unlocked access to a themed AR online experience, where players hunted for hidden elements from the film to unlock prizes, from movie merchandise to a VIP trip to LA. Even those unable to experience the installation can enjoy the OREO x A Minecraft Movie collaboration through specially themed cookies now available in shops.
While maintaining OREO's classic round form, the cookies boast embossed designs synonymous with the Minecraft universe, including the iconic Pickaxe, Crystal, Sword, and Creeper motifs. Julie Moore from Warner Bros. Pictures highlighted the complementary nature of the coupling: "A Minecraft Movie is about empowering creativity, and OREO is a brand known for inspiring playful imagination.
"By blending the classic OREO circle shape with Minecraft's iconic square aesthetic, this partnership is a perfect match.".
