Canadian Packaging

General Mills—a League of their own

By Canadian Packaging staff   

General advertising DC Comics General Mills Justice League movie promotion Super Heroes on Cereal boxes

General Mills partners with DC Comics in multi-brand special edition cereal promotion.

While it is true that for the longest time, comic books simply weren’t always just for kids anymore, DC Comics, in partnership with General Mills is attempting to right that ship with a cross-pollination of super-heroes and cereal mascots.

DC Entertainment’s Custom Creative Studio + Advertising team is bringing Superman, Batman, Wonder Woman , Green Lantern, The Flash, as well as Cyborg and Aquaman—all members of the Justice League to the cereal aisle.

The new promotion features General Mills cereal mascots dressed up as the DC super heroes, with artwork provided by very high-end comic book artists including the legendary Neal Adams.

Featured are:
•    Honey Nut Cheerios’ BuzzBee as Batman with art by Dave Johnson;
•    Lucky Charms’ Lucky the Leprechaun as Green Lantern with art by Joe Quinones;
•    Cocoa Puffs’ Sonny the Bird as The Flash with art by Karl Kerscher;
•    The Trix Rabbit as Superman with art by Amanda Conner;
•    Multi Grain Cheerios featuring Wonder Woman on the cover with art by Neal Adams;
•    Cinnamon Toast Crunch (available exclusively in Family Size)  featuring the Crazy Squares as Aquaman, Cyborg, and Green Lantern with art by Tony Daniel.


Along with the artwork featuring the cereal mascots dressed in super hero garb on the front, five of the cereal boxes will feature a five-part mural of the actual Justice League characters penciled by Ivan Reis, inked by Joe Prado and colored by Marcelo Maiolo.

As an added bonus, each cereal box will include one of four original custom 24-page comic books featuring Justice League characters:

  • Superman: Power Play written by Tony Bedard, penciled by Jerry Ordway;
  • Batman: Dark Reflections written by Fabian Nicieza, penciled by Rick Leonardi;
  • Wonder Woman: Truth Hurts written by Ivan Cohen, penciled by June Brigman;
  • Aquaman: Alien Justice written by Tony Bedard, penciled by Tom Grummett.


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