General Mills, Briarpatch to Launch Cheerios-based Games

Brandweek,  April 24, 2000  

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MINNEAPOLIS--General Mills inked a licensing deal with toymaker Briarpatch to create Cheerios-based preschool puzzles and games. The line, available this month at specialty stores nationwide, will include the Cheerios Bingo Game!, the Counting "0's" Card Game, a traditional Go Fish game with a twist and the Animal Preschool Puzzle, a trilingual product, the latter two of which were based on the best-selling Cheerios Play Book by Scholastic.

Separately, General Mills signed a licensing agreement with Washington-based Funka to make and distribute collectible, classic toys bearing the images of such Big G "monster" cereal mascots as Count Chocula and Frankenberry.

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