Cheerios Distributes Five Million Books to Children: Free inside Cheerios Cereal Boxes

Business Wire, Nov 15, 2004

MINNEAPOLIS -- Cheerios(R), John Lithgow team up to support First Book to help get books to children who need them

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(R) 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 best-selling 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."

"Over the past three years, through our Spoonfuls of Stories program, Cheerios will have distributed more than 15 million books through our cereal boxes, and donated $1.5 million to First Book, enabling them to get books to children who need them the most," said Ann Simonds, vice president of the Cheerios franchise. "There is no greater link to literacy than simply having books in the home, and we are thrilled to do out part to help make that possible."

This year's book offerings from Cheerios include five great titles from Simon & Schuster Children's Publishing, including a book that Cheerios had specially 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: A bright, colorful story that's actually two books in one. On one side, read all about "What Mommies Do Best," then flip the book over, and read "What Daddies Do Best." These stories celebrate the amazing things that mommies and daddies do for their children every day. Cheerios had this book specially printed in both English and Spanish so that the entire story can be read in English or in Spanish or both, making it a book that even more families can enjoy together. For ages 1 to 5.

--Micawber by John Lithgow; illustrated by C. F. Payne: The New York Times bestseller by Lithgow that explores the world of art from the perspective of a very special artist: a New York City squirrel named Micawber. For ages 4 to 8.

--Super-Completely and Totally the Messiest by Judith Viorst; illustrated by Robin Preiss Glasser: In this engaging story, big sister Olivia tells us all about her little sister Sophie, a girl who tries to be careful, tries to be neat, tries to pay attention, but keeps forgetting. The result: a sister who's super-completely and TOTALLY the messiest - and loved. For ages 4 to 8.

--Giggle, Giggle, Quack by Doreen Cronin; illustrated by Betsy Lewin: Giggling is what parents and children will do when they read this fun tale about what happens when Farmer Brown goes on vacation and leaves his brother Bob in charge. Hey, what's Duck doing with that pencil, anyway? A New York Times Bestseller. For ages 3 to 7.

--The Relatives Came by Cynthia Rylant; illustrated by Stephen Gammell: Remember waiting excitedly, as the station wagon pulled up, with the cousins and aunts and uncles piling out for a visit? This book for all seasons chronicles the laughing, hugging, sleeping on the floor and fun of summertime family visits. A Caldecott Honor Book. For ages 3 to 7.

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."