DC Comics has struck a deal with General Mills to include custom editions of Justice League in specially marked boxes of Big G cereals, The New York Times reports. The partnership is expected to be announced at New York Comic Con.
The publisher is printing a whopping 12 million copies of four Justice League books — “Unstoppable Forces,” “Artificial Invasion,” “Sinister Imitation” and “Breakout!” — featuring a classic roster of Superman, Batman, Wonder Woman, Green Lantern, The Flash and Aquaman. (And they’re in their classic costumes, to boot!) The stories will begin in print and continue online at BigCerealHeroes.com, where you can get a sampling of the four titles.
The 24-page comics, by Scott Beatty, Paul Tobin, Doug Wagner, Joshua Williamson, Christian Duce, Derec Donovan and Bruno Redondo, are 5 inches by 7 inches and ad-free, except for a mention that they’re “brought to you by Big G cereals.” They can be found inside designated boxes of Cinnamon Toast Crunch, Honey Nut Cheerios, Lucky Charms, Trix, Golden Grahams, Reese’s Puffs and Cocoa Puffs.
The DC Comics promotion, which runs through October and November, will be supported with advertising in traditional media, online and through social media.