Cheerios Spoonfuls of Stories Program Brings Books to Your Breakfast Table

Cereal box “prizes” are always exciting for the kiddos, but (at least for a mom) they are usually cheap and disappointing. I am excited to share with you the Cheerios Spoonfuls of Stories program that is including one of five mini books in specially marked boxes. Not only are these books printed in both Spanish and English, you can see the titles through the front of the box so you can make sure you are collecting them all. 



It was like Christmas morning at the breakfast table when she found the little book and she almost forgot she was hungry as she flipped through the pages. We love to read and my daughter also enjoys “reading” quietly on her own while flipping through pages, looking at pictures and looking for ABC letters. 

Cheerios® Celebrates a Favorite Family Tradition by Providing More Than Six Million Children’s Books Inside Specially Marked Boxes
Actress Jennie Garth Joins Forces with Cheerios as New National Survey Reveals the Role Reading Plays in Family Life
MINNEAPOLIS (Nov. 3, 2010) –This fall, Cheerios®, through its Spoonfuls of Stories® program, is inviting families to start their day with a nutritious breakfast and a brand new book. As part of its ongoing commitment to nurturing the whole child and connecting families by fostering a shared love of reading, Cheerios will once again provide more than six million children’s books, written in both English and Spanish, free inside Cheerios boxes beginning today. 
Cheerios is also announcing the findings of its national survey that asked moms of children ages two to six about the role reading plays in their daily lives.  The survey found that although today’s moms are prioritizing reading – 67 percent read to their child at least once a day – nearly two-thirds (61 percent) say “busy schedules” prevent them from spending more time reading.  Through Spoonfuls of Stories, Cheerios aims to celebrate all of the families who read together, while also encouraging those who do not yet read every day to pick up a book and start.
The survey also examined moms’ perceptions of one of the greatest barriers to literacy today – lack of access to books. In fact, a study* showed that while in middle income neighborhoods the ratio of books per child is 13 to 1, in low-income neighborhoods, the ratio is one age-appropriate book for every 300 children. According to the Cheerios survey, however, roughly four in ten moms do not think there is a drastic disparity between middle and lower-income neighborhoods in the U.S. when it comes to children’s access to books. Additionally, nine in ten moms believe that all kids have access to books through their local school and/or public library – a misconception this year’s Spoonfuls of Stories initiative hopes to address. In an effort to combat this issue, Cheerios will also make a $300,000 donation to First Book, an award-winning national nonprofit that helps get books into the hands of children from low-income families. Since 2001, Cheerios has donated more than $3.5 million to First Book.
“Parents play a key role in helping their children become readers. By putting books inside Cheerios boxes, we hope to inspire families to take a few minutes each day to enjoy a good book together,” said Meredith Tutterow, Cheerios marketing manager.  “Through its Spoonfuls of Stories program, Cheerios hopes to increase children’s appetite for a good breakfast and a good book, paving the way for a productive day and a bright future.”
Actress and mother of three, Jennie Garth, has joined forces with Spoonfuls of Stories to celebrate the ninth year of the program and to discuss why she feels it is so important to find time to read with her own kids each day. 
“As a mother of three inquisitive daughters, I know how important it is to take time out of our busy lives to read to our children on a daily basis and to instill this important ritual at a young age.  Along with nearly forty percent of the moms surveyed byCheerios, I too, was not aware that when it comes to children’s access to books, there is a drastic disparity between middle and lower income neighborhoods in the U.S.,” said Garth.  “That’s why I’m thrilled to be a part of an initiative aiming to provide millions of families with access to wonderful children’s books and encouraging families to read together.”
Since Spoonfuls of Stories’ inception in 2001, Cheerios has distributed almost 50 million children’s books inside boxes. This year’s in-pack book offerings, appropriate for children ages three to eight and all from Simon & Schuster Children’s Publishing, are:
·         All the World, by Liz Garton Scanlon and illustrated by Marla Frazee, discusses the many wonderful things a child can encounter in the world as well as the commonalities all the world shares.
·         Chaucer’s First Winter, by Stephen Krensky and illustrated by Henry Cole, follows a bear named Chaucer, who knows he is supposed to sleep through the winter but feels it’s much more fun to stay up and play.
·         Jump!, by Scott M. Fischer, chronicles the adventures of a bug, a frog, a cat, a hound, a crocodile, a shark, and a whale, who all love to jump!
·         No T. Rex in the Library, by Toni Buzzeo and illustrated by Sachiko Yoshikawa, is a story about a little girl named Tess and her adventures in the library with a boisterous T-Rex.
·         The Purple Kangaroo, by comedian Michael Ian Black and illustrated by Peter Brown, is a vivid and humor-filled story that tricks the reader into thinking about a purple kangaroo.
To learn more about the program, this year’s in-pack books or to donate to First Book, go to www.spoonfulsofstories.com.
*Neuman, Susan B. and David K. Dickinson, ed. Handbook of Early Literacy Research, Volume 2. New York, NY: 2006, p. 31.
Cheerios National Survey Methodology
Results of Cheerios Reading Occasion Survey are based on online interviews of 1,012 mothers with children ages two to six.  Interviews were conducted by Ipsos Public Affairs, September 28-October 4, 2010.
About Cheerios
Cheerios, America’s No. 1 cereal, debuted in 1941 as Cheerioats.  The nation’s first ready-to-eat oat cereal has since become one of the most trusted and recognized brands in America.  In fact, one of every 10 boxes of cereal sold in America is a box ofCheerios.  General Mills’ popular franchise includes Cheerios, Honey Nut Cheerios, MultiGrain Cheerios, Chocolate Cheerios, Frosted Cheerios, Fruity Cheerios, Apple Cinnamon Cheerios, Berry Burst Cheerios, Yogurt Burst Cheerios, Banana NutCheerios and Cheerios Crunch.  Cheerios also has a publishing division that includes the popular Cheerios Play Books and other activity books.  For more information, go to www.cheerios.com.
About General MillsOne of the world’s leading food companies, General Mills operates in more than 100 countries and markets more than 100 consumer brands, including Cheerios, Häagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Progresso, Yoplait, Cascadian Farm, Muir Glen, and more. Headquartered in Minneapolis, Minnesota, USA, General Mills had fiscal 2010 global net sales of US$16 billion, including the company’s $1.2 billion proportionate share of joint venture net sales.
About First Book
First Book provides new books to children in need, addressing one of the most important factors affecting literacy – access to books. An innovative leader in social enterprise, First Book has distributed more than 70 million free and low-cost books in thousands of communities. First Book has offices in the U.S. and Canada. For more information about First Book, please visitwww.firstbook.org.
About Simon & Schuster
Simon & Schuster, a part of CBS Corporation, is a global leader in the field of general interest publishing, dedicated to providing the best in fiction and nonfiction for consumers of all ages, across all printed, electronic, and audio formats.  Its divisions include Simon & Schuster Adult Publishing, Simon & Schuster Children’s Publishing, Simon & Schuster Audio, Simon & Schuster Digital, and international companies in Australia, Canada, and the United Kingdom.  For more information, visit our website at
www.simonandschuster.com.

Samples of the products mentioned in the review were provided for this review. No other compensation was received and the views and opinions are my own.

{If you enjoyed reading Cheerios Spoonfuls of Stories Program Brings Books to Your Breakfast Table I would be tickled pink if you left a comment. To read more about my green(er) parenting aspirations, advice and adventures be sure to subscribe to my RSS feed or get updates via email.}
Emi

Emi

By Emi Stapler. I am a cloth diaper advocate, green parenting blogger, mother of three and a military wife who enjoys sharing my motherhood adventures and advice. Follow me at The Cloth Diaper Report on Facebook, Twitter @TheCDReport , Google +, Pinterest and Instagram.
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Comments

  1. That is an ADORABLE picture of your little one reading during breakfast! LOVE it!!!

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