Cereal Characters Promoted on T-shirts, Boxers

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NEW YORK ( -- General Mills, Minneapolis, is getting into the apparel business, at least for a while.

Today, the packaged goods marketer extended four of its Big G cereal brands into the clothing arena with a launch of cereal-branded loungewear that will be carried exclusively in Target Stores through mid-May.

The line, which features men's and women's t-shirts, boxers and pants carrying the spokescharacters for Lucky Charms, Cheerios, Cocoa Puffs and Trix, will be displayed near Target store entrances along with the cereals the clothing promotes.

Target will tout the cereal pajamas in ads in Sunday newspapers April 21, a General Mills spokeswoman said.

"College campuses are a huge audience for our cereals, and t-shirts and clothing that shows your favorite product is very big right now," the spokeswoman said.

Target approached General Mills' licensing department with the idea of developing the line, she said, and a prelaunch debut of the line at a Target-sponsored spring break event last week showed response from college students was "overwhelming."

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