Mario + Rabbids Kingdom Battle, a rumored RPG collaboration between Nintendo and Ubisoft, leaked earlier today like a bat out of hell. While it's hard to properly digest a bombshell leak such as this, social media users have stepped up to the plate to deliver their best takes on the upcoming Mario and Rabbids mash-up.
Although Ubisoft previously promised stronger support for the Nintendo Switch, Mario + Rabbids Kingdom Battle wasn't necessarly the first thing people had in mind. Without warning however, Mario + Rabbids shot into the public spotlight ahead of its E3 debut and the first images of a laser-blasting Mario and Nintendo cosplaying Rabbids hit social media hard. The reactions have been swift and savage.
For those who didn't see the Peach Rabbid leak, here it is.Only less than a month until we see if this is real artwork. pic.twitter.com/mZMLn38O0y— Aussie the Shinobi (@FatalFlowey) May 23, 2017
R* running scared when they found out Mario + Rabbids was this year. http://go.redirectingat.com?id=87431X1573192&xs=1&url=https%3A%2F%2Ft.co%2Fhz2ZRu9gKa— Liam Robertson (@Doctor_Cupcakes) May 22, 2017
The Mario and Rabbid images have even spawned conspiracy theories, taking the leak to deeper, perhaps darker levels.
Them: "The Mario x Rabbids game isn't real."Me: "ThE mArIo X rAbBiDs GaMe IsNt ReAl" pic.twitter.com/Ov1RIAhvhY— Billy (@_Mizumi) May 23, 2017
When sources at Ubisoft confirmed the game's existence, the revelation of a Mario and Rabbids team-up made one video game journalist, Phil Kollar, dedicate his whole Twitter account to the Rabbids fandom. Such is the power of the Mario and Rabbid brand.
feeling #blessed to live in a day and age where mario and rabbids can finally be brought together in holy union :)— mario + rabbids fanp (@pkollar) May 23, 2017
Much like Dreamworks' Minions, the Rabbids represent a kind of hyper-aggressive exercise in branding. Combine them with the eternal appeal of Nintendo's famous plumber mascot and the potent mixture of the two have many fearing for their souls in this #brand society we all find ourselves in.
*weeps**walks into the sea**never returns* pic.twitter.com/tdvgyRMO3W— Teddy Dief (@TeddyDief) May 23, 2017
Tag yourself, I'm #Sassy #NoFilter
How Mario + Rabbids went down pic.twitter.com/6HRdwyEDrD— Josh Ling / Tactful (@tactful) May 23, 2017
Ultimately, gamers will have to wait until E3 for a full taste of this new cross-brand synergy. Will Mario x Rabbids become the new peanut butter and chocolate? Or will it suffer the same fate of many other failed experiments like the Root-Beer Pop-Tart?