General Motors and Detroit Tigers Give Away Chevys

General Mills puts DVDs in 10 million cereal boxes this summer via a joint promotion with DIC Entertainment.

The June-August campaign centers on five DVDs featuring TV show episodes and shorts for DIC animated characters Strawberry Shortcake and Madeline; Liberty's Kids; Inspector Gadget and Gadget Boy; Sabrina: The Animated Series; and Super Mario Bros. and Heathcliff.

DVDs are packed in boxes of Cheerios, Cinnamon Toast Crunch, Lucky Charms, Golden Grahams, Corn Chex and Rice Chex. TV and a national FSI support for Minneapolis-based General Mills and Burbank, CA-based DIC.