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Dec 10, 2015 • By

The Force is strong with this movie alliance

A long time ago in a galaxy far, far away, General Mills and Star Wars joined forces in something special, that so far has stretched into parts of two millenniums where space travel and breakfast cereal are occasional kindred spirits.

From the first Star Wars action figure toys to cereals and product promotions, General Mills and the movie franchise have worked together since the first Star Wars movie was released in 1977.

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Star Wars action figures, from Kenner, debuted in 1977.

General Mills, through our then-toy division Kenner, introduced the Star Wars toys and action figures in 1977.

Other toy companies turned down this Star Wars licensing opportunity, but Kenner saw the potential. The movie was so popular and demand for the toys so overwhelming that Kenner ran out of its supply and had to sell “certificates of ownership” assuring children they could purchase the toys when they actually made it off the production line.

Back then our cereals also got involved, such as Cheerios, Trix, Cocoa Puffs and Lucky Charms, which included items like posters, stick-on toys, cards, hang gliders and kites.

Cheerios offered a collectible tumbler in 1979.

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Through the years, our partnership expanded. There also were Star Wars toy cars through Cheerios, and even a cereal bowl-and-cup set. Some Big G cereals in Canada included Star Wars booklets in 1983, and we’ve offered pens, several times. Our fruit snacks have even offered stickers and tattoos.

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Our partnership with the Star Wars franchise continues today around the world thanks to the Dec. 18 release of the seventh chapter in the saga – Star Wars: The Force Awakens.

The Disney-made movie is the first new Star Wars film in a decade, and General Mills is one of seven official “brand partners” selected by the movie studio.

From cereals to snacks and yogurt to meals, many of our products are adorned with the latest Star Wars look.

Here’s a summary of some of our new Star Wars promotions in the U.S.:

Star Wars cereal: In June, General Mills introduced Star Wars cereal – a fruit-flavored crunchy cereal with marshmallows. The first boxes included images of Yoda and Darth Vader. In January, two new packages will be released featuring new characters Kylo Ren and BB-8.

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In November, we introduced collectible Star Wars-themed boxes of some of our most popular cereals with “Droid Viewers” inside.

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Yoplait Go-GURT: Each glow-in-the-dark tube resembles a lightsaber, and – through the Blippar mobile app – will bring to life a Star Wars character.Star-Wars-General-MillsOld El Paso: Purchase $10 worth of the brand’s Star Wars promotional products and receive $5 in movie concession cash.

Helper: Purchase three boxes of Ultimate Helper and receive $5 in movie concession cash.

Chex Mix: Products will include limited edition Star Wars packaging.

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Because Star Wars truly is a global phenomenon. Cereal Partners Worldwide (CPW) – our global joint venture with Nestle – will have a series of product promotions in more than 60 countries, including Brazil, Mexico, France, Germany, Russia, Turkey, Saudi Arabia, the Philippines and Malaysia.

The first promotion highlights digital motion Star Wars comics. Consumer will enter a code found in a box of specially marked boxes of CPW cereal such as Chocapic, Lion and Koko Krunch, and view a Star Wars adventure in a number of different languages. Also, consumers will find pencil toppers of Star Wars characters inside some CPW cereal boxes.

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In select CPW markets, free tickets to the movie will be offered via its cereals. And finally, a cereal bowl and milk container kit resembling R2-D2 will be available.

General Mills’ relationship with the Star Wars franchise has been one of our longest lasting, and we hope to continue it for years to come.

One could say that the Force has been with us for nearly 40 years.

Do you have a favorite Star Wars and General Mills promotion from our past?

Editor’s note: Discover more about our past on GeneralMills.com and GeneralMillsHistory.com. If you have a question about General Mills’ history, send our Archives team an email.  

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