Although this is the first time literary stories have appeared, cereal box copy has often included 'stories' and contests which usually included reading several special boxes to solve the mystery and win a prize... ah, the mystery connection! There were also special boxes with books inside (Nabisco Shredded Wheat), but that's another story!
"The great thing about a cereal box, is that it potentially is reaching millions of households that just don't read any literature outside of school," said Francesca Dow, managing director of Penguin's children books. "There could be an enormous number of children discovering Roald Dahl for the first time, bleary eyed over the breakfast table."
Dow added, "There is a real awareness in the publishing world that there is an increasingly tight competition for children's time, especially from digital activities such as games consoles, as they grow up. And combine that with anxieties about school budgets being cut and libraries closing and we need to find different ways to get books in front of children, especially children growing up in households that don't read."