Hat’s off to brand extensions. Twenty-four years ago, Chex Cereal launched a CD-Rom game Chex Quest. It reappeared in 2020 — augmented by a 56-page comic anthology, including characters' back stories and posters. Distributed nationwide and online via Comixology, it earned a “strange and outstanding” review. The promotion surrounding the updated game proved a bonus to Chex Mix, which earned a sales increase of 10%. The Chex Quest game received twice as many downloads as the average indie title on Steam.