In celebration of Honkai: Star Rail’s first anniversary, we’ve partnered the game with Sprinkles Cupcakes for two LTO cupcakes!

HoYoverse teased the partnership in Honkai: Star Rail’s “It’s Always Night in Penacony” livestream in February.   Sprinkles officially announced the partnership and revealed the LTO flavors as part of their April flavor lineup on 4/1.     The promotion launched in-store 4/15 and the LTO cupcakes was available nationwide at all Sprinkles retail and ATM locations for two weeks (4/15-4/28).

Sprinkles baked two different flavors, week 1 featured a March 7th lemon blueberry cake with raspberry frosting and week 2 featured Honkai: Star Rail Anniversary black cocoa cake with white chocolate chips & white chocolate frosting.  Fans received a redemption code for in-game currency with purchase, while supplies lasted.

In addition to the two LTO flavors, Sprinkles supported the partnership with in-store & ATM digital signage, website placement, eCRM inclusion, SMS notifications, O&O organic posts + paid social, and PR outreach & influencer gifting.