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It's a bird! It's a plane! It's DC Comics inside Big G cereals
October 26, 2011
| General Mills Corporate Communications |
Never underestimate the power of DC Comics Super Heroes. Since retailers learned that four custom editions of comic books featuring “justice league” super heroes such as Batman, Superman and Wonder Woman would be in some Big G cereals, the response – including from Walmart and Target – has been very positive.
Even the New York Times got caught up in the Super Hero hoopla, with its media columnist featuring the promotion in a glowing article.
The promotion grew out of a relationship with Warner Brothers, which, like DC Comics, is a division of Time Warner. General Mills licenses the rights to other Warner Brothers properties such as Scooby Doo for some of our other products.
Promoting comic books seemed like a natural – it dovetails nicely with Big G's long-running promotion of reading.
But where programs such as Cheerios Spoonfuls of Stories (with books inside the box) target families with younger kids, the partnership with DC Comics is aimed at families with kids 8 to 12. The back of each comic says, “Enjoy reading all four comics together as a family.”
Earlier this year, DC Comics re-released its “New 52,” which are updated editions of its classics. The result has been the best sales in 20 years for DC Comics.
At the Comic Con convention in New York City where the partnership was announced, the line of fans waiting to get comics signed by authors and illustrators was so long that some fans had to be turned away.
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