Merchandising: Big G in Wonderland

Breakfast cereals used to come in boxes that contained nothing else, bearing a label with directions for cooking. Today, cereals hit the table ready to eat, bite-sized, sugar-toasted, cocoa-flavored or doughnut-shaped; their sales appeal is gauged less by flavor and nutrition than by the servings of toy automobiles, plastic submarines, code-message rings and baseball cards buried among the flakes or offered on the label. This week. Cereal Giant General Mills moves to serve a better after-breakfast bonus. On 45 million boxes of nine "Big G" cereals. General Mills will offer juvenile...

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