Cheerios will be putting five million children's books inside cereal boxes as part of its drive to support National Children's Book Week.
Cheerios Spoonfuls of Stories special boxes will be on shelves between November and early spring 2008. The books, which are specially sized to fit inside the cereal boxes, feature all the origial content and illustrations. Families will be able to see which book is in the box through a special cut-out window on the front.
The five titles are all from Simon & Schuster Children's Publishing and are: Jakers Piggley's Treasue Hunt, Do You Have a Hat?, Things That Are Most in the World, Everybody Needs a Rock and The New Girl...And Me.
Cheerios is also working with Simon & Schuster to create a new website where parents and children can get to know the people behind their favourite books. It will include Q&As and/or profiles on each of the authors and illustrators whose books have been featured by Spoonfuls of Stories over the past six years.
In addition, Cheerios is working with First Book, a children's literacy non-profit charity, to give a year's worth of children's books to 50 reading programs serving disadvantaged kids across the country. A children's book contest has also been launched.