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NFC functionality comes to cereal carton

Battle Creek, MI-based Kellogg Co. and Nintendo of America have teamed up on an application of Near Field Communication (NFC) technology on a limited release of Super Mario Cereal.

NFC functionality makes cereal carton fun for gamers.
NFC functionality makes cereal carton fun for gamers.

The bag-in-box carton, supplied by Graphic Packaging International, is conventional enough. But applied to the carton’s inside back panel in the manner of a pressure-sensitive label (see photo) is an NFC tag that causes the carton to function as an amiibo card. In other words, those playing the Super Mario Odyssey game can tap the specified area of the cereal carton to receive, says Nintendo of America, “gold coins or a life-up heart in the game.”

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