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This week, news hit the wires that General Mills has launched a search for talent in hopes of bringing their famed "Monster Cereals" characters to life on-screen. The cereals have been a breakfast staple for decades, and as the new "Work With the Monsters" website points out, they've been on the fringes of Hollywood since the 60s - but they've never had a big break of their own. Recent years have seen the Monsters enter the toy departments through licensing agreements with Mattel's Hot Wheels brand, Funko, and even Big G Creative for this year's excellent Monster Crunch Game. Now it's finally time to take things to the next level, and that means that I need to remind the folks at General Mills about something: I have the winning pitch. In fact, back in 2015, General Mills' Kevin Hunt invited me to call in and record a bit for the Monster Cereals episode of the A Taste of General Mills Podcast, and in this 2012 article I first mentioned publicly that I'd been sitting on a treatment for a General Mills Monsters movie - one that could easily be adapted into a binge-worthy television series.

Published in Food and Drink

It's that time of year again... where the General Mills Monsters emerge from their crypt and start to haunt the cereal aisles once more. As in recent years (with the exception of 2013), Yummy Mummy and Fruit Brute are being left behind on the grocery end of things, but they are joining Franken Berry, Boo Berry and Count Chocula somewhere else... the toy department of your local Target (an affiliate) store! Thanks to Big G Creative (oddly enough, no relation to General Mills' Big G cereals), the whole crew is present for Monster Crunch! The Breakfast Battle Game, officially launching on August 26th.

Tuesday, June 20 2017 09:59

The Legend of the Lucky Charms

Presented in collaboration between The Rock Father™ and General Mills #LuckyCharms

When it comes to the world of breakfast cereal, the halls of General Mills are legendary. Within the sacred confines of this breakfast behemoth lies secrets that children and families have been trying to unlock for decades (like where Sir Grapefellow and Yummy Mummy are hiding). Behind each door, a pathway opens to incredible new worlds inhabited by mythical creatures,iconic monsters and colorful characters each of whom have played a vital part in creating memorable breakfast experiences for generations.

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Presented in partnership with Life of Dad and Cheerios...

My wife and I talk about it often - time (specifically, lack thereof) being a big issue for us as parents. As kids, we heard grownups talk about "time flying," but until you're actually an adult and a parent yourself, you just don't realize it. From a scientific standpoint, time is the same - but there has to be a correlation between size and time. When you're a little kid, the days seem to go forever. When you're physically bigger, the days seem shorter. There's also a chance that I made that up, but time is most certainly an issue. We want to spend time with our kids - time that increases the bond between parent and child - and that means utilizing our superior time management skills to "get stuff done," while still being there for our kids. What I'm saying is that I'm not opposed to eating breakfast in the shower. I get to save time by watching the girls brush their teeth, while I get clean and save a step by doing it fully-clothed. Seriously, just watch the video...

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Each year around this same time, some old friends emerge from their crypt, ready to haunt the breakfast table once more...

The General Mills Monster Cereals have been a staple of Halloween season breakfast for over four decades, and I've been a fan for nearly as long. Funny enough, I have yet to see them "in the wild" this season, but I know that Franken Berry, Boo Berry and Count Chocula are out there, and when I do finally come across a glorious display of their demonic deliciousness, I will likely drop to my knees in respect (as I always do) as their boxes reflect an imaginary glow akin to the mysterious briefcase in PULP FICTION. Despite my lack of finding fresh stock at retail thus far, the folks at General Mills had a special package dropped off here at Rock Father HQ - a "Monsters Across America" mystery box, you could say. Being that 2016 is an election year, the trio of monsters (sadly their lesser-known counterparts, Yummy Mummy and Frute Brute are AWOL again) are running for office - and they truly want your vote, but their position is that of America's Favorite Cereal Monster.  Earlier today, Finley and I jumped on Facebook Live to do an unboxing of the package, and now an edited version can be viewed below...

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This Back-to-School feature is brought to you in partnership with Costco and General Mills #CostcoBoxTops 

Like so many, I'd seen those Box Tops for Education tabs on product packaging for years, never realizing what a big deal they were until my wife and I actually had kids in school ourselves. For the past 20 years, General Mills has been supporting education and America's schools through a very simple program: Clip the box tops from specially-marked products, submit them to your child's school (or a school you support), and each will be counted as 10¢, with participating schools able to earn up to $20,000 cash per year (no maximum annual earning limits for schools earning eBoxTops or Bonus Box Tops) to use on important supplies. This year, Costco is making it even easier to rack-up the Box Tops fast, by creating specially-marked packages that come with 8 additional Box Tops plus a code that can be redeemed at CostcoBoxTops.com for a shot at winning the Golden Box Tops Challenge and scoring one of 3,000 Box Tops Prize Packs - each containing 100 eBoxTops... that's $10 for your school, and all the earnings come from products you were already going to buy anyway. It's a win-win for all, and it's easy!

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