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Cereal Boxes & Prizes, 1960s: A Tribute & Price Guide [Paperback]

Scott Bruce


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Product Details

  • Paperback: 250 pages
  • Publisher: Flake World Pub (August 1998)
  • Language: English
  • ISBN-10: 0966212304
  • ISBN-13: 978-0966212303
  • Product Dimensions: 2.5 x 18.4 x 26.7 cm
  • Shipping Weight: 748 g
  • Amazon Bestsellers Rank: #1,019,446 in Books (See Top 100 in Books)

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Customer Reviews

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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.6 out of 5 stars  5 reviews
4 of 4 people found the following review helpful
5.0 out of 5 stars Absolutely Delightful Sept. 14 1998
By A Customer - Published on Amazon.com
I hesitated at first to give this book 5 stars, on the basis that no book that lacks a narrative text deserves the highest rating. But on reflection I do feel that the pleasures of this book were so considerable as to deserve the ranking, and that a book's fun can come from photographs and memories as surely as it can come from prose composition. Anyone who is interested in popular culture, particularly the colorful, innocent, and optimistic childhood culture of the 1960s, will find this book wonderfully enjoyable. I imagine that most people will be charmed while leafing through the photographs of cereal boxes and their prizes, by following the evolution of the Sugar Crisp Bear, and noting the horrid political incorrectness of So-Hi, the Sugar Krispies mascot. But for those of us who actually grew up through this time in history, and who through this book were able to locate obscure recollections in the dim recesses of memory, it's a barrel of fun. I had forgotten all about my Captain Crunch plastic handpuppet, my Jungle Book characters, and the memory of snapping together my little Archies car, until I read this book. Other readers may well find themselves transported back to delightful memories long-ago forgotten. This book was a great present to me, and would be a fun present for anyone in my age group (mid-30s.)
2 of 2 people found the following review helpful
4.0 out of 5 stars Great photography but almost no text Sept. 12 1998
By A Customer - Published on Amazon.com
The book's photography is great. All clear color photogrpahs of cereal boxes, many front and back, and their enclosed prizes. Each photo has a caption but I would like to have seen a little more text. Still, it will bring back many memories of breakfast in the 60's.
5.0 out of 5 stars Cereal was better in the '60s... Feb. 4 2012
By Dennis M. Roy - Published on Amazon.com
Well, maybe not the cereal itself. After the marbit was invented, the evolution of the product seems to have stopped. It's now merely a formula of recombining the 4 basic grains (flaked, puffed or biscuit-style) with some combination of artificial flavors, colors and shapes (marbits optional).

But the pinnacle of confluence of product and marketing was definitely the '60s (and arguably the early '70s -- any decade that produced both Frankenberry and Count Chockula and Freakies must have done something right). In the 1960s, animation for television hit like a blockbuster, and nothing made for a more natural symbiosis than early-morning TV cartoons and a sugary prepackaged breakfast food that kids could make for themselves without having to wake up Mom and Dad. All that was needed were spokesmen, and Hanna-Barbera and Jay Ward Studios blazed the trail that others followed. First Huckleberry Hound (WHY did this character never have his own cereal?? We had to wait for Boo Berry) and Yogi Bear hawking Kellogg's cereals, then Rocky & Bullwinkle humping for Cheerios. Leading to the creation of The Linus the Lionhearted Show, an entire half-hour program starring cartoon characters specifically created to serve as mascots for Post kids' cereals. When Jay Ward decided to get out of the competitive arena of network TV cartoons, Quaker Oats Company kept him employed creating original commercial cartoon characters Cap'n Crunch, Quisp, Quake, Quangeroo, and King Vitaman. With all of this, it's amazing to me that the universally-recognized stables of cartoon studios Disney and Warner Bros, with the likes of Mickey Mouse, Donald Duck & Goofy, and Bugs Bunny & Daffy Duck never wound up hawking cereal on TV.

The synergistic cycle of character icon, cereal, cartoon animation, cereal, packaging design, cereal, promotional prize, cereal, was never more perfect than it was in the 1960s. Then parents and congress got into the act, and we found out that cartoons were too violent, cartoon characters were forbidden from endorsing products in advertising during their own shows, and before long the word 'sugar' became a dirty little secret and was removed from product names and box logos (although it didn't move anywhere down the list on ingredients labels on the packages).

The 1960s was a simpler time. With myriad cable channels today, there really is no more "Saturday morning TV" in the sense that we knew it when the triumvirate of CBS, NBC, and ABC ruled all. In the last 20 years or so, the resurgence of a once-moribund television animation industry has also coincided with an enormous profusion of TV and movie character tie-in cereals. Every year brings new kids' cereals that bloom briefly like cherry blossoms for a month or so, only to fade like a passing fad.

Thank you, Scott Bruce, for letting us relive the memories.
5.0 out of 5 stars The Prize Inside Oct. 9 2011
By NSolo11 - Published on Amazon.com
Verified Purchase
Having grown up in the 1960's, "Cereal Boxes and Prizes" brought back many, fun memories for me. What could be better than one's favorite cereal and the fantastic and wonderful prizes that was inside the box? This book is both fun and entertaining and to once again see all the cereals that are still around and those that have faded away, well, I feel that this is certainly a worthwhile nostalgic trip down memory lane.
1 of 2 people found the following review helpful
4.0 out of 5 stars A good price guide and memories book Aug. 23 1998
By A Customer - Published on Amazon.com
It took a long time for Scott to come up with this book on 60's cereal boxes and prizes, and it was well worth the wait! The only thing that I could have asked for is more text. I hope he goes back and write more books (on to the 70's) and restarts his Flake magazine.
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