It started with a tweet. Well, technically an X post, but you get the point. In June 2024, Angel Reese—the Chicago Sky rookie who basically took the WNBA by storm—sent out a simple message: "Reese's pieces where yall at?????"
She wasn't just hungry. She was manifesting.
Fans had already been calling themselves "Reese's Pieces" for months. It was one of those rare, perfect alignment moments where a player's name perfectly matches a global brand’s identity. Honestly, it's kind of wild that it took until her professional debut for the trigger to finally be pulled. But when General Mills and Hershey finally moved, they didn't just do a small social media shoutout. They went all in.
Why the Angel Reese Reese's Puffs Collaboration Blew Up
Most athlete cereal deals feel a bit... stale. You see a generic photo of a player holding a ball, and that’s it. This was different. The Angel Reese Reese's Puffs partnership wasn't just about sticking a face on a box; it was about "cultural relevance," a phrase Brandon Tyrrell from General Mills used, but in plain English, it just means they knew she was cool enough to make people actually go to the store.
The cereal boxes, which started hitting shelves in late 2024, weren't just one-and-done designs. They released four distinct back-of-box designs.
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The "Double-Double Queen" Connection
Reese earned the nickname "Double-Double Queen" for a reason. She set the WNBA record for consecutive double-doubles (15 games) and became the first rookie to ever record back-to-back 20-rebound games. General Mills leaned hard into this "dual threat" narrative.
Think about it:
- Reese's Puffs is famous for the "chocolate and peanut butter" duality.
- Angel Reese is marketed as the "basketball and fashion" duality.
It’s a bit on the nose, sure. But it worked. The branding featured her in her Chicago Sky jersey, but the messaging teased her upcoming fashion lines. People weren't just buying it to eat; they were buying it to keep. By early 2025, collectors were already flipping these boxes on eBay for three or four times the retail price of $5.69.
Beyond the Box: The Merch and the Oreo Twist
If you think this was just about cereal, you haven't been paying attention to how NIL (Name, Image, and Likeness) deals have evolved into pro endorsements. This partnership was actually a multi-layered rollout.
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First came the "Angel x Reese’s" apparel. We’re talking hoodies, hats, and even a custom jersey that dropped at midnight and sold out almost instantly. Reese even wore custom-painted Reeboks with a Reese's Peanut Butter Cup on the toe.
The 2026 "Reese's Oreo Cup" Campaign
Fast forward a bit. By early 2026, the partnership took a massive leap. Reese teamed up with UConn star (and now WNBA peer) Paige Bueckers for a campaign that basically broke the internet. They were spotted courtside at a Knicks game at Madison Square Garden holding the new "Reese's Oreo Cup."
It was a brilliant move by Hershey. They took their most marketable WNBA star and paired her with the next big thing in the league to promote a mash-up of two iconic snacks. It showed that the Angel Reese Reese's Puffs deal wasn't a fluke—it was the foundation for a long-term business empire.
Addressing the Skeptics
Look, not everyone was a fan. If you spend five minutes on sports Twitter, you’ll see the "efficiency" arguments. People love to point out that she misses layups to get her own rebounds.
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But from a business perspective? Those stats don't matter as much as the "Reese's Pieces" fandom does. Brands don't care about true shooting percentage as much as they care about 4 million impressions on a single social media post. Angel Reese has a specific kind of "unapologetic" energy that General Mills' Melissa Blette said was the real reason they signed her. She doesn't fit the "traditional" quiet athlete mold, and that's exactly why she sells cereal.
How to Find the Limited Edition Boxes Now
If you're looking for an Angel Reese Reese's Puffs box today, you’re probably not going to find one sitting next to the Honey Nut Cheerios at your local grocery store. These were "while supplies last" deals.
- Check Resale Sites: eBay and Mercari are your best bets. Look for "New & Factory Sealed" to ensure the box isn't crushed.
- Verify the Design: Remember, there are four different back-of-box designs. Serious collectors want the full set.
- Watch for Bundles: Sometimes Walmart or Target-exclusive "Hype Boxes" pop up, which include the cereal and other merch like trading cards.
The Financial Reality of the Deal
Reese has been very vocal about the fact that her WNBA salary (roughly $73,000 in her first year) isn't where her real wealth comes from. She’s built a portfolio worth an estimated $1.8 million to $2 million.
She once told VIBE that she wanted people to know "the deals don't stop in college." This cereal deal was proof of concept. It showed that a female athlete could carry a national campaign for a "Big Food" brand just as effectively as a LeBron or a Mahomes.
What’s Next for the Partnership?
The "Angel X Reese's" brand is likely heading toward a permanent installment or at least an annual "All-Star" release. With her foundation (the Angel C. Reese Foundation) growing, expect to see more "community" versions of these deals where a portion of cereal proceeds go toward empowering young girls in sports.
If you’re a collector or just a fan, the move is to keep the box sealed. In the world of sports memorabilia, "cereal box" culture is a real thing (just ask anyone who still has a 1990s Wheaties box).
Actionable Next Steps
- Verify your box: If you already have one, check the bottom for the expiration date and ensure it's stored in a cool, dry place away from sunlight to prevent the orange ink from fading.
- Track the "Oreo" Collab: Keep an eye on the Reese's Oreo Cup availability, as the marketing campaign with Paige Bueckers is the current "hot" item for 2026.
- Follow the "Pieces": Join the community on X or Instagram to get alerts on the next merch drop, which usually happens around the WNBA All-Star break.