General Mills Goes Retro, Sells Atari-Themed Cereal Boxes at Target

Golden Valley-based General Mills has partnered with video game company Atari to introduce cereal boxes that feature classic Atari games from the 1980s; the limited-edition line is available exclusively at Target stores.

For those looking for a little bit of nostalgia, General Mills is once again delivering a blast from the past through its retro cereal boxes-this time targeting video gamers.

The Golden Valley-based company announced Tuesday that it has partnered with Atari, SA and is introducing a limited line of Atari-themed cereal boxes to be sold exclusively at Target stores.

Atari, now based in France, is a video game company that popularized arcade games and home video gaming in the 1970s and 1980s.

General Mills said that the cereal boxes will feature graphics and trivia from popular Atari games, including Asteroids, Centipede, and Missile Command. Consumers can also visit to test their skills at Centipede and to enter sweepstakes for a chance to win Target gift cards and Atari merchandise.

The cereals that are available in Atari-themed packages include Cinnamon Toast Crunch, Lucky Charms, Honey Nut Cheerios, Cheerios, and Cocoa Puffs. They are available now through mid-March, or until supplies last, at Target stores nationwide.

This is General Mills' fifth year of selling its cereals in limited-edition retro packages. Last year, the company re-introduced its package designs from the '50s, '60s, and '80s.

“With the comeback of classic movies, late-night TV shows, and neon colors on the runway, this year's decision to highlight the '80s was simple-it's on trend,” Tara Johnson, integrated marketing communications manager at General Mills, said in a statement. “Partnering with Atari made the opportunity even more exciting as they celebrate their 40th anniversary milestone. It doesn't get more iconic than retro Atari games!”

General Mills is Minnesota's eighth-largest public company based on revenue, which totaled $14.8 billion during the fiscal year that ended in May.

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