Via Publisher's Weekly:
"Simon and Schuster has partnered with General Mills for a 10 million-box, five-brand cereal promotion tied to the Spiderwick Chronicles. Running from January 1 to March 1, the promotion’s timing is tied to the Spiderwick film being released in February. But its focus is entirely on the books. In fact, when the two companies started talking about the partnership, the film was optioned but didn’t have a green light, so it wasn’t a factor in the deal, according to Laura Ferguson, S&S director of premiums, CDP and corporate sales.
Specially marked boxes of Lucky Charms, Cocoa Puffs, Reese’s Puffs, Cookie Crisps and Honey Nut Cheerios will include one of three collectible books based on the second title in the Spiderwick series, The Seeing Stone."