Cheerios to Appear in New Catalogue: General...

Cheerios to Appear in New Catalogue: General Mills Inc. is putting the name of its best-selling Cheerios cereal on a new catalogue featuring toys and gifts for children. Half a million copies of the Cheerios Kids catalogues will be distributed nationwide. “The idea here is to reinforce the Cheerios brand equity,” said R. Craig Shulstad, director of public relations for the Minneapolis-based company. Cheerios is the best-selling cereal at General Mills, which sold about $2.5 billion worth of ready-to-eat cereals in fiscal 1995. The 48-page catalogue features more than 250 toys, ranging from a watch with a miniature oat as a second hand to a $124.95 Victorian dollhouse.