Children Find Books Inside Cheerios Cereal Boxes

Posted on December 3, 2004

Starting in November 2004 and continuing into early 2005, Cheerios is giving away more than five million children's books free inside Cheerios boxes. The free books, which include five different titles, are part of the ongoing Cheerios Spoonfuls of Stories program, which helps get books into kids' hands. Cheerios also is donating $500,000 to First Book, a national children's literacy organization, and teaming up with actor and bestselling children's author John Lithgow to help First Book get books to kids who need them.

"For many of us, books and reading are such an integral part of our lives, from childhood into adulthood," said Lithgow. "We grew up with cherished stories and vivid memories of favorite books, read and re-read over the years. But, more than half of all low-income families have no books in their homes for their children. That's astounding. I'm genuinely pleased to be working with Cheerios and First Book to try to change that, one child and one book at a time."

This year's book offerings from Cheerios include five titles from Simon & Schuster Children's Publishing, including a book that Cheerios had printed in both English and Spanish. The book titles are:

What Mommies Do Best/What Daddies Do Best by Laura Numeroff, illustrated by Lynn Munsinger.
Micawber by John Lithgow, illustrated by C. F. Payne.
Super-Completely and Totally the Messiest by Judith Viorst, illustrated by Robin Preiss Glasser.
Giggle, Giggle, Quack by Doreen Cronin, illustrated by Betsy Lewin.
The Relatives Came by Cynthia Rylant, illustrated by Stephen Gammell.

One of these paperback books will be available inside Cheerios boxes marked Spoonfuls of Stories. The books, which are specially-sized to fit inside cereal boxes, include all the original content and illustrations. Families can see which book is in the box through a special cut-out window on the front of the box.

Between November 2004 and the spring of 2005, Cheerios also will feature a donation form and information about First Book on more than five million cereal boxes. Using the First Book donation form, consumers will be able to make their own financial contribution to First Book, and 100 percent of the funds donated by Cheerios consumers will be used to buy books. Donations will be sorted by zip code to ensure that funds contributed by Cheerios customers will purchase books for children in their own region.

"There is something amazing that happens when children receive a book to call their own," said Kyle Zimmer, First Book president. "It is a moment that can and does change a child's life, and sometimes, the lives of their families as well. Books literally unlock the future, making it critically important that the most disadvantaged children have an equal opportunity to create a better future for themselves. This happens, not only through reading, but through the pride of owning, not a hand-me-down, but a brand new book. The contributions from Cheerios and from those who use the donation forms on Cheerios boxes are truly opening the door on a whole new world for a child."

Cheerios, First Book, and John Lithgow officially kicked off this year's Spoonfuls of Stories program during National Children's Book Week, November 15 - 21, 2004. First Book is a national non profit organization with a single mission: to give children from low-income families the opportunity to read and own their first new books. First Book reaches children through existing tutoring, mentoring and family literacy programs in communities throughout the country.

National Children's Book Week is an annual celebration sponsored by the Children's Book Council (CBC), a nonprofit trade association dedicated to encouraging literacy and the use and enjoyment of children's books. The theme of the 2004 Children's Book Week is "Let's Book."