• by Teresa Buyikian , Yesterday

Cream puff chain Beard Papa has partnered with a leading global video game maker, Capcom, for its latest collab, touting the latter's latest video release, “Monster Hunter Wilds.”

The promotions runs through the entire month of October and include new menu items, combo sets, in-game rewards and a contest in the U.S.

Just for the collab, the dessert chain created the MHWilds Cola Puff, which uses Beard Papa’s pie-crust choux shell with sweet cola topping glaze, then filled with a creamy cola custard.

The Four-Pack Wilds Combo includes two Monster Hunter Wilds–themed cream puffs, two Original puffs and a game code card. The Six-Pack Hunter Combo includes two Monster Hunter Wilds–themed cream puffs, two Original puffs, two Oreo Cookies and Cream puffs, and a game code card.

The game code cards unlock sweet treats within the actual Monster Hunter Wilds game on PlayStation5, Xbox Series X|S, and Steam, including honey, Kunafa cheese, eastern honey, fluffy egg and Kunafa meal vouchers.

"Monster Hunter Wilds is all about epic hunts and rewards, and we wanted to bring that same excitement into our stores," says Mark Nathan, marketing director at Beard Papa's. "The Wilds Cola Puff and our combo sets give guests a chance to enjoy our cream puffs in a bold new way, while also getting exclusive in-game content."

Beard Papa is promoting the collab via its social media channels @beardpapas on Instagram, @beardpapasofficial on TikTok and @beardpapasusa on X and Facebook. The chain also has Monster Hunter Wilds store displays and signage.

Two Southern California locations, in Cerritos and Los Angeles’ Little Tokyo, will hold special events this month with large-scale decorations, in-person giveaways and cosplay meet-ups.

An online contest on Beard Papa’s website will award 10 winners with cream puffs, "Monster Hunter Wilds"-themed merch and code cards.