General Mills launches in-box promotion through April in which Big G cereal boxes will include four collectible comic books featuring DC Comics' Justice League characters, costume piece cutouts on back of box

Elyse Blye

MINNEAPOLIS , March 4, 2014 (press release) – Four exclusive DC Comics featuring Justice League Super Heroes are now available in specially marked boxes of Big G cereals

Back by popular demand, select General Mills Big G cereals now include four collectible comic books featuring the iconic DC Comics' Justice League characters, on shelves now through April 2014. Four specialty issues created exclusively for General Mills, in partnership with DC Entertainment (DCE) and Warner Bros. Consumer Products (WBCP), can be found in grocery retailers nationwide, with a bonus fifth issue available only in select boxes of Cheerios™ at Target.

"There is a certain shared fanaticism among cereal lovers and comic book fans, which is why Big G cereals, WBCP and DCE make a super team," says Lisa Tomassen, integrated communication manager at General Mills. "We're excited for people young and old to discover these comic books in their favorite cereals, giving them a strong, confident start to the day."

Each specially marked box of Big G cereal also features several DC Comics Super Hero costume piece cutouts on the back. Fans are encouraged to put them on to strike a Super Hero's pose, with chest out and hands on hips, to participate in #SuperHeroing, a social media movement to show how to start off the day with confidence... just like everyone's favorite Super Heroes. Photos can be shared over Twitter, Instagram, or Facebook using the hashtag #SuperHeroing.

Like any good comic book with a nail-biting cliffhanger, fans who have read Part One of each in-box comic book can then visit www.BigGCerealHeroes.com to read Part Two.

Participating Big G cereals include Cinnamon Toast Crunch™ (12.2 oz. and 21.25 oz.), Lucky Charms™ (20.5 oz.), Honey Nut Cheerios™ (12.25 oz. and 21.6 oz.), Trix™ (10.7 oz.), Cookie Crisp™ (11.25 oz.), and Reese's® Puffs® (13 oz.). Visit www.BigGCerealHeroes.com to get more information and view exclusive General Mills and DC Comics content.

To find Big G cereals near you, please visit http://www.generalmills.com/ProductLocator.aspx.

About General Mills

General Mills is one of the world's leading food companies, operating in more than 100 countries around the world. Its brands include Cheerios, Fiber One, Haagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Wanchai Ferry, Yoki, and more. Headquartered in Minneapolis, Minn., USA, General Mills had fiscal 2013 worldwide sales of US $17.8 billion.

About Warner Bros. Consumer Products

Warner Bros. Consumer Products, a Warner Bros. Entertainment Company, is one of the leading licensing and retail merchandising organizations in the world.

About DC Entertainment:

DC Entertainment, home to iconic brands DC Comics (Superman, Batman, Green Lantern, Wonder Woman, The Flash), Vertigo (Sandman, Fables) and MAD, is the creative division charged with strategically integrating its content across Warner Bros. Entertainment and Time Warner. DC Entertainment works in concert with many key Warner Bros. divisions to unleash its stories and characters across all media, including but not limited to film, television, consumer products, home entertainment and interactive games. Publishing thousands of comic books, graphic novels and magazines each year, DC Entertainment is the largest English-language publisher of comics in the world.

JUSTICE LEAGUE and all related characters and elements are trademarks of and © DC Comics.

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