MARCH 3, 2004 (Renton, Wash.) - General Mills, Inc. and Wizards of the Coast, a subsidiary of Hasbro, Inc., announced today a promotion that will put Neopets Trading Card Game (TCG) cards in millions of cereal boxes this spring. The promotion, which kicks off March 1, includes three popular Big G cereals: Cocoa Puffs, Cookie Crisp and Reese's Puffs. Wizards of the Coast will produce five different Neopets trading cards featuring previously unreleased art and game-play mechanics for the promotion. Each cereal box will contain one free card as well as a Virtual Prize Code that can be redeemed for a virtual Neopets item* at Neopets.com®.

"Kids associate Cocoa Puffs, Cookie Crisp and Reese's Puffs with carefree fun, and we're committed to bringing them new and exclusive offers for fun, age-appropriate activities," said Big G Marketing Manager Jared Gustafson. "Neopets is one of the hottest youth entertainment properties, and the trading cards are a great way to add extra value to some of our most popular cereals."

Consumers will be able to get the five previously unreleased Neopets cards only in Cocoa Puffs, Cookie Crisp and Reese's Puffs cereals. Once they have them, they can add these special cards to their Neopets decks and use them in game-play. Players use their Neopets cards to compete in contests of strength, agility, magic and intelligence. When they win a contest, they get to put an Item or Equipment card in their bank. The first player to put 21 points of Items and Equipment in the bank wins the game.

"The special cards we're producing for this promotion are going to be must-haves for the many fans who play the Neopets Trading Card Game," said Christopher Erb, Wizards of the Coast's brand manager for the Neopets TCG. "We're excited to be working with General Mills on this promotion. We believe it's a great fit for both partners - adding fun to cereals while extending awareness of the Neopets Trading Card Game."

The privately owned NeoPets, Inc., a global media and entertainment company, owns and operates Neopets.com, the world's leading online youth community. Neopets.com, consistently ranked among the top-10 "stickiest" sites on the Web by Nielsen/NetRatings, currently has over 20 million members worldwide, generates more than 3 billion pageviews per month, and meets or exceeds the guidelines of the Children's Online Privacy Protection Act. The company is headquartered in Glendale, California. For additional information, visit the Neopets® Web site at www.neopets.com, or go to info.neopets.com/aboutus.

General Mills is a leading global manufacturer and marketer of consumer foods products. Its global brand portfolio includes Betty Crocker, Pillsbury, Green Giant, Old El Paso and more. Included in the U.S. portfolio are some of the nation's most popular brands including Cheerios, Wheaties and other Big G cereal brands; Colombo, Yoplait, Totino's and Progresso. General Mills is also a leader in the bakeries and foodservice business as a major supplier of baking and other food products to the foodservice and commercial baking industries.

Wizards of the Coast, Inc., a subsidiary of Hasbro, Inc. (NYSE:HAS), is a worldwide leader in the trading card game and tabletop role playing game categories, and a leading developer and publisher of game-based entertainment products. The company holds an exclusive patent on the method of playing trading card games (TCGs) and produces the premier trading card game, MAGIC: THE GATHERING®, among many other trading card games and family card and board games. Wizards is also a leading publisher of fantasy series fiction with numerous New York Times best-sellers. For more information, visit the Wizards of the Coast Web site at wizards.com.

*Neopets items have no cash value

Wizards of the Coast and Magic: The Gathering are trademarks of Wizards of the Coast Inc. in the U.S.A. and other countries. �2004 Wizards.

Neopets and Neopets.com are registered trademarks of NeoPets, Inc. All rights reserved. Used with permission.

Cocoa Puffs, Cookie Crisp and Reese's Puffs are trademarks of General Mills, Inc.

Reese's is a registered trademark of Hershey Corporation. Used with permission.