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Cereal Box Brilliance

April 13, 2011

What if your child sat down to a bowl of cereal in the morning, turned to the box and, instead of reading some stupid maze or game, got a bit of The BFG or Matilda?

British supermarket chain ASDA and Puffin have teamed up to put excerpts of Dahl books on the back of cereal boxes, in an attempt to inspire kids to read and to reach kids who may never pick up a book outside of school. ASDA is also sponsoring a contest (or opportunity, rather) for kids to get their own creative writing published on the back of select cereal boxes. Those under age 14 are encouraged to respond to prompts such as:

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What a fantastic idea. I wish the U.S. was a part of this effort as well.

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