SGK was approached by our partners at General Mills to design and develop a Halloween seeding kit to celebrate year 2 of the Cereal Squad. Building on toy culture and collectibles, we took the six mini toys found exclusively in specially-marked boxes of Honey Nut Cheerios, Cinnamon Toast Crunch, Trix, Cocoa Puffs, Lucky Charms and Cookie Crisp and elevated them to limited edition art toys.

“The goal of the Cereal Squad is to bring a moment of joy to our fans, similar to the simple joy of a bowl of cereal,” says Rachel Letsche, assistant brand experience manager, General Mills. “Not only are these toys super–nostalgic for millennial parents or people who grew up enjoying our brands, but it’s also relevant for kids today who are part of collectible toy culture.”

Creative Direction: Aaron Carlsson
Lead Design: Tim Weakland
Art Direction: Derek Walker
Support Design: Maddison Wignall + Gabe Fernandez
Account Management: Bryan Humphreys + Kalie Hamilton
Project Management: Shannon Case
Project Engineering: Greg Schaal

ClientGeneral Mills ServicesStrategy, Design, Art Direction, Graphic Design, Production, Seeding, Social Media Impact

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