Post Cereals Kicks off $5 Million Promo for Justice League

Post Cereals teams with Warner Bros. Consumer Products and DC Comics for an estimated $3 million to $5 million spring campaign to promote the second season of Justice League. The promo puts the shows' superhero team characters in-pack and online.

The April-May campaign centers on trading cards in 15 million boxes of eight kids' cereal brands.

The seven Justice League characters (including Superman, Batman, Wonder Woman and The Flash) will appear on trading cards that also carry a "Postoken Code." The code lets kids access a comic book page at Post's Web site, www.postopia.com, where kids can create their own Justice League story. The site has DC Comics characters (including villains), action scenes and story plots that kids combine to make up a story with flash animation, then e-mail to friends or post in the site's gallery.

TV advertising supports via Cartoon Network, where Warner Bros.' Justice League airs. Post is a division of Kraft Foods, Northfield, IL.