Bedard, Stojko on Wheaties boxes

Special packaging slated for selected areas of the countryBeyond the Olympic medals, one of the most tangible signs of celebrity for an athlete is having his or her name and face on a cereal box.The latest duo to achieve such recognition...

Special packaging slated for selected areas of the country

Beyond the Olympic medals, one of the most tangible signs of celebrity for an athlete is having his or her name and face on a cereal box.

The latest duo to achieve such recognition are biathlete Myriam Bedard and figure skater Elvis Stojko, who appear on limited edition 500-gram boxes of Wheaties.

Richmond Hill, Ont.’s Stojko appears on boxes in Western Canada, Ontario and the Atlantic provinces.

Quebecker Bedard appears on Wheaties packages sold in Quebec.

Bedard’s endorsement of Wheaties is the first time a Canadian female athlete has appeared on a box of ‘The Breakfast of Champions.’

And for every box of Stojko Wheaties sold, General Mills, the cereal’s manufacturer, will donate 10 cents to Ronald McDonald Children’s Charities of Canada.

Last summer, Stojko was chosen as the first Kids Ambassador for that charity.

Bedard won two gold medals at the 1994 Winter Olympics in Lillehammer, Norway, and was Canadian Press Athlete of the Year, also in 1994.

Stojko won the 1994 World Figure Skating champion, a silver medal in Lillehammer, and is also the 1994 Canadian Press Male Athlete of the Year.

The limited edition boxes of Wheaties will be on shelves to the end of April.

Other athletes who have promoted the cereal include hockey’s Gordie Howe, and the Canadian Football League’s Russ Jackson and Dick Shatto.

Elsewhere on the breakfast cereal front, Kellogg Canada and Walt Disney Home Video are producing a special collector’s package featuring scenes from The Lion King movie.

The Lion King will be out soon on the home video market.

This venture marks the first time Disney movie scenes have been shown on a cereal box in Canada.

The cereals are: Kellogg’s Rice Krispies, Kellogg’s Froot Loops and Kellogg’s Cinnamon Mini Buns.