Super Chocolate 64 Promotion
In 1996, to boost sales of Super Mario 64, Nintendo teamed up with Cadbury to create Super Mario 64 themed chocolates. They were available to buy in most convenience stores across the United Kingdom, until four months after the game's release. Their front-runner product was the "Super Chocolate 64" bar, made with 100% Cadbury Dairy Milk milk chocolate.
Reception and Controversy
Initially the chocolates were wildly popular. As an effect of these limited time chocolates, it is estimated that sales of the game itself increased by 15% in the UK. Despite the considerable mark up compared to Cadbury's regular line of chocolate products, Super Mario 64 chocolates were frequently selling out. However, three months after the initial success, reports from multiple consumers in Birmingham suggested that the product was contaminated, as there were several reports of the product glowing faintly yellow when unwrapped. Cadbury canceled the product two weeks after, and made a public statement apologizing. Nintendo did not make a public statement about the incident.