On November 6, 2018, Netflix rolled out a huge celebration of their breakout original series Stranger Things with a bounty of fan-focused experiences, branded merch partnerships, and big announcements about the show’s upcoming season. Marking the day of Will Byers’ disappearance in the show’s 80’s-set pilot, #StrangerThingsDay has since become a major annual event for both the streaming service and its top property’s passionate fanbase. In the summer of 2021, Netflix struck a deal with General Mills to get in on that year’s action with retro show-inspired takes on their most iconic brands of cereal. They tasked brand experience agency SGK Inc. with designing and producing these special limited editions of Lucky Charms, Cinnamon Toast Crunch, and Cheerios.