01-31-2008, 04:02 AM
General Mills - Free Spiderwick Chronicles Special Edition Books
Free Spiderwick Chronicles Special Edition Book
Almost all of the new "full size" General Mills" kids cereals have the
books in them now.
They have 3 different books, and are limited edition.
Simon and Schuster has partnered with General Mills for a 10 million-box, five-brand cereal promotion tied to the Spiderwick Chronicles. Running from January 1 to March 1, the promotionís timing is tied to the Spiderwick film being released in February. But its focus is entirely on the books. In fact, when the two companies started talking about the partnership, the film was optioned but didnít have a green light, so it wasnít a factor in the deal, according to Laura Ferguson, S&S director of premiums, CDP and corporate sales.
Specially marked boxes of Lucky Charms, Cocoa Puffs, Reeseís Puffs, Cookie Crisps and Honey Nut Cheerios will include one of three collectible books based on the second title in the Spiderwick series, The Seeing Stone. The three will be evenly distributed among the 10 million boxes, with each store receiving some of each title. The cover is visible through a clear window in each box.
Each book features a third of the original story with a special introduction and conclusion, followed by a brand-new prequel story and illustrations created by Tony DiTerlizzi and Holly Black in conjunction with GM and S&S. The new material, which comprises about 10 to 15 of the 64 pages in each book, is available only through the GM promotion.
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