According to users on the KAWS subreddit, Walmart and Target stores are already stocking boxes of KAWS edition Reeses Puffs, though they apparently aren’t supposed to be on the floor yet. Nevertheless, one commenter purchased a box early, showcasing the thematic art on the front and rear along with a scannable QR code.
There’s nothing inside, which seems like a missed opportunity to have a tiny collectible inside à la old school cereal box prizes.
It appears that the link will eventually lead to a site made by Acute Art, an augmented reality company that has worked with KAWS in the past to create thematic apps.
Presumably, the boxes will eventually link to an AR game called “KAWSPUFFS.” The fact that neither the QR code nor KAWS Reeses Puffs website link are actually live yet suggests that this was merely an accidental leak by retailers.
Given that the KAWS boxes are at least in stock, it’s fair to assume that they’ll actually release soon and perhaps the teasers are actually launching soon.
Scott and Lil Yachty were Reeses Puffs’ first major move into the celebrity collaboration market, though the General Mills company hasn’t ever really shied away from collaboration. Tinashe recently helped launch Puffs FX, for instance, and back in 2017 Reeses Puffs partnered with NBA 2K18.