General Mills unveils limited-time, in-box promotion

General Mills Big G cereals now include four collectible comic books featuring DC Comics' Justice League characters, on shelves now through April 2014.

Four specialty issues created exclusively for General Mills, in partnership with DC Entertainment (DCE) and Warner Bros. Consumer Products (WBCP), can be found in grocery retailers nationwide, with a bonus fifth issue available only in select boxes of Cheerios at Target.

"There is a certain shared fanaticism among cereal lovers and comic book fans, which is why Big G cereals, WBCP and DCE make a super team," said Lisa Tomassen, integrated communication manager at General Mills. "We're excited for people young and old to discover these comic books in their favorite cereals, giving them a strong, confident start to the day."

Each specially marked box of Big G cereal also features several DC Comics Super Hero costume piece cutouts on the back. Fans are encouraged to put them and post to Twitter, Facebook or Instagram using #SuperHeroing.

Consumers who have read part one of each in-box comic book can then visit www.BigGCerealHeroes.com to read part two.

Participating Big G cereals include Cinnamon Toast Crunch (12.2 oz. and 21.25 oz.), Lucky Charms (20.5 oz.), Honey Nut Cheerios (12.25 oz. and 21.6 oz.), Trix™ (10.7 oz.), Cookie Crisp (11.25 oz.) and Reese's Puffs (13 oz.).