Gen'l Mills taps into craze with Pokemon Rolls treat

Thompson, Stephanie
October 1999
Advertising Age;10/4/1999, Vol. 70 Issue 41, p10
Trade Publication
This article reports on the plan of food company General Mills to release a new line of Pokemon Rolls, fruit snacks made into a kid's collectible, in November 1999. The Pokemon product joins several other lines in the Betty Crocker snack cup board such as Fruit Roll-Ups, Fruit by the Foot and Gushers. Pokemon, originally a Nintendo videogame, has become the No.1 trading card game in the U.S., reaching a broad kid demographic that includes 4- to 14-year-olds. Aside from offering kids punch-flavored foot-long fruit rolls packaged six to a box, the new line aims to capitalize on the trading card fever inspired by the Wizards of the Coast trading-card game by offering free cards inside. Aiming at both the younger set that identifies with the game's virtual-pet characters and older kids looking for videogame strategies, General Mills will feature 10 different character profiles on the metallic pouches enclosing the Pokemon Rolls. It will also offer trading card game tips on the backing paper of the actual product.


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