Catch Lucky!
This ran in today’s Publisher’s Weekly:
A Tasty Promotion for Spiderwick
By Karen Raugust — Publishers Weekly, 1/17/2008
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. The three will be evenly distributed among the 10 million boxes, with each store receiving some of each title. The cover is visible through a clear window in each box.
Each book features a third of the original story with a special introduction and conclusion, followed by a brand-new prequel story and illustrations created by Tony DiTerlizzi and Holly Black in conjunction with GM and S&S. The new material, which comprises about 10 to 15 of the 64 pages in each book, is available only through the GM promotion.
This project has taken almost 2 years to complete. But, having VERY fond memories of getting a cool prize in a cereal box as a kid, I do think it was worth it. Holly and I created “Lost Chapters” (with new art) for the Spiderwick universe.
One lost chapter is about Thimbletack becoming a boggart, another is how the troll’s bridge was destroyed, and the last one was how Hogsqueal (or Hoggy, as I call him) was captured by the goblins.
Hopefully, if you are already a fan of the books, you’ll enjoy these little sidetracks. The cool thing is that the boxes have a window showing you what book is inside, so you won’t have to eat your weight in Lucky Charms only to find a duplicate prize…man, I hated when that happened as a kid.
January 18th, 2008 at 1:27 am
So I’m doing my grocery shopping the other day and I come across the cereal aisle. Normally I would have just picked up a good old fashioned box of Cinnamon Toast Crunch but for some reason I decided to switch things up that day. I came across Lucky Charms and found your wonderfully illustrated Spiderwick Troll Trouble. For some reason I must have been living under a rock because I have never even heard of Spiderwick but I guess that is what happens when you have zero cable tv and stacks of homework to do. Directly after the purchase I ripped open the box and flipped through. Fancy little illustrations you have in there! Great stuff! I then got home and added your blog to my Google Readers list and brought the book in for my fellow illustrator students to take a peak. Props.
January 18th, 2008 at 4:44 pm
Very cool. You know you’ve made it when you get on a Lucky Charms box.
January 18th, 2008 at 7:06 pm
lol. If i see that the next time i’m gorcery shopping i’ll buy some. Those new stories sound very cool and i’ve always wonderded how the trolls brige ended up like that.
January 19th, 2008 at 3:48 am
Wow, I cant believe how big the spiderwick chronicles have become, you must be thrilled! I have a question, I live in Australia and we dont have cereal’s like ‘lucky Charms’ we have corn flakes, coco pops, sultana bran…. yeah pretty bland but will this promotion reach here as well… I’m dying to read these ‘forbidan chapters’… just wondering?
January 20th, 2008 at 5:37 pm
Dear Tony Diterlizzi, I am a huge fan of the SPIDERWICK CHRONICLES, I was wondering where you got the idea of the SPIDERWICK CHRONICLES?
January 20th, 2008 at 8:12 pm
Hi Tony! my name is Nicola, I’m an Italian Illustrator.I saw your books of SpiderWich in a lot of Book store here in Italy. Fantastic illustrations! This is my first time on your blog but I know your works from many years.You’re great! Best regards Tony! Bye!
January 22nd, 2008 at 10:18 pm
I can’t seem to find these in Canada. Time to deploy my network of American friends … MUST HAVE!
January 25th, 2008 at 2:19 pm
My mom saw those at the store and bought 3 boxes of Honey nut cheerios to get the books.I am so exited about the movie!
By the way,I was wondering if you could come back to Florida soon?:)
Love,Harmony
January 29th, 2008 at 1:12 am
I’m gunna have to reach out to my lil sis and get her to make mom buy the cereal boxes.
I can’t wait to see the movie! I live with my dad, so we tend to miss out on movies. But I think I can pull the “its my birthday dadddy” card and get what I want.
Anyway, its so great that you wrote these books! Before that there was hardly anything that caught my interest and could fit in my purse (I carry books around with me and read them when I get stuck in meetings)! Thanks SO much!
~ Sarah
February 3rd, 2008 at 12:16 pm
Can someone tell me where I can buy the Lucky Charms cereal with the Spiderwick Chronicles book? It’ll be a lot of help. I’m begging you! Go! Type in the location, because I couldn’t find it at Market Basket yesterday!
February 5th, 2008 at 7:12 am
Is there any way of getting these in Australia?? My son and I are big fans, and he would love this (to go with everything ELSE Spiderwick that we have!).
Thanks
February 15th, 2008 at 6:33 am
I love Spiderwick chronicles!!!1 SUPER BIG FAN. Ih ave almost everything!. When i first heard about these three books i was puzzled. Becuase i never knew you and HOlly Black had made new books.I used to live in Canada. And now im in Taiwan. PLEASe. HOW can you get those kinds of cereal boxes in Taiwan? I must get those books!!!
February 19th, 2008 at 6:45 pm
i have everything i am the biggest fan here is my website
http://freewebs.com/erikanddavidsmanga
February 25th, 2008 at 3:30 pm
were did u get insipration for the spiderwick series
February 28th, 2008 at 9:46 am
WOW NICE PICTURE!!!!!!!!!!!!!!!!
SWEET
COOL
AWSOME!!!!!!!!!!
February 28th, 2008 at 9:48 am
I LOVE YOUR PICTURES!!!!!!!!!!!!!!!!!!!!
July 10th, 2008 at 1:52 am
i have all of those