Mondelez International has unveiled a partnership between Oreo and the upcoming film A Minecraft Movie, based on the popular videogame series.

Four special-edition cookies have been released as part of the partnership, embossed with four symbols inspired by the franchise – the Pickaxe, Crystal, Sword and Creeper.

Mondelez’ ‘Big Win-Win’ campaign returns

Shoppers can bite the cookies into a square shape and scan the embossments with their phone cameras to access a themed augmented reality (AR) online experience and be in with a chance of winning exclusive prizes.

Minecraft is the top-selling videogame of all time, having sold more than 300 million copies and become a successful multimedia franchise. A Minecraft Movie is in cinemas from 4 April.

This is the latest Oreo on-pack promotion, following partnerships with Pac-Man, Xbox and The Batman.

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