Convenience store GS25, operated by GS Retail, said on the 3rd it will launch collaboration products using the IP of the global hit "Super Mario Galaxy."
"Super Mario Galaxy" is this year's top animated film hit, with global revenue exceeding 1 trillion won. GS25 pushed this collaboration with "Super Mario Galaxy" as part of its differentiated MD strategy to strengthen IP partnerships.
GS25 began full-scale planning for the "Super Mario Galaxy" collaboration products late last year. On the 29th, to coincide with the domestic release date, it will sequentially introduce a total of nine products, including a Super Mario lunch box, mushroom pizza sandwich, Mario 3-tier power-up burger, Super Mario popcorn truffle, and Super Mario Luma Star jelly.
GS25 finalized fresh food, a flagship convenience store category, along with popcorn and jelly—must-have snacks for moviegoing—as collaboration items. It also used "Super Mario Galaxy"-related images on the front packaging design of all products.
The collaboration item expected to draw the biggest response is the "Super Mario lunch box," which includes special merchandise. A "Super Mario Galaxy" keycap, produced by GS25 as special merchandise, is enclosed with the "Super Mario lunch box."
Thirteen types of "keycaps" featuring major Super Mario characters—including "Mario," "Luigi," "Yoshi," and "Koopa"—have been produced. One of them is randomly enclosed with the "Super Mario lunch box." The "Super Mario lunch box" will be released on the 6th. GS25 plans to provide the limited-edition keycaps to customers who purchase the "Super Mario lunch box."
A discount event linked to the "Super Mario Galaxy" collaboration products is also prepared. GS25 will offer a 50% QR discount to customers who pay for the "Super Mario lunch box" with an NH Nonghyup Card. Customers who pay with Kakao Pay can purchase all "Super Mario Galaxy" products at a 25% discount. The event runs through the end of this month.