Wheaties, The Breakfast of Champions, is teaming up with the 13-year-old leader in sports collectible figures to provide fans with the ultimate keepsake. Hasbro's Starting Lineup brand is celebrating the careers of the exclusive list of athletes who have been both honored as champion athletes appearing on the Wheaties box, and featured as collectible Starting Lineup figures, by issuing a special Starting Lineup Wheaties Collection.

The assortment will bring together the fun and excitement of collectible Wheaties tribute boxes, and the superb craftsmanship of collectible Starting Lineup figures. Each Starting Lineup figure will stand 4.5 inches tall, and come packaged in a commemorative mini-sized, replica Wheaties box. The item will also come complete with an official, co-branded Starting Lineup Wheaties collector card. The new Starting Lineup Wheaties Collection is now hitting retail shelves, with an approximate retail price of $14.99 each.

``Being featured on a Wheaties box and immortalized as a Starting Lineup figure are two very special ways that athletes can be honored,'' said Elizabeth Gross, Vice President of Hasbro's Collector Brands. ``Bringing the two together creates the ultimate collectible sports figure. We are thrilled to be teaming up with Wheaties and honored that this collection will showcase our figures in authentically-detailed, replica Wheaties boxes.''

The first wave of the Starting Lineup Wheaties Collection will feature football legends John Elway, Brett Favre, Jerry Rice, and Steve Young. Additional waves of the collection, featuring athletes from a variety of sports, will be released later in 2000.

``Wheaties has always been associated with sports champions,'' said Leigh Ann Schwarzkopf, General Mills' trademark licensing manager. ``It is our pleasure to share in the creation of a truly exciting, new collectible with Hasbro's Starting Lineup brand, who shares in our commitment to honor the best athletes in the world.''

[Posted 7/12/2000]