Spoonfuls of Stories
Because it's getting hard to stand out from the crowd of brands that are encouraging physical activity. And as food companies keep feeling pressure, they're going to respond with new things that are deemed good for kids.
Notice the Mom-friendly promotion on the cover of Cheerios box. It's an on-pack book for pre-readers, with publisher, Simon & Schuster--it's part of a larger program called "Spoonful of Stories." The book is "Horace and Morris Join the Chorus."
Watch for a chorus of reading-related promotional programs in 2007/2008.