Kirby is that pink vacuum-sucky fella that pwned you on Super Smash Bros as a kid. Nintendo decided he should be reincarnated as a piece of yarn. In answer, we unleashed Yarnageddon.
As the keystone of the effort, we broke all the (2010) rules with a 'site-within-a-site' digital strategy that hit kids right where they live, in their sheltered little online ecosystems. Technical limits were tested, the work was richer and more interactive, and the game went on to handily beat sales expectations.
Kirby basically manhandles any media he gets shoved into. These magazine covers were no exception.