General Mills licensed cereal collaboration between Trix and the Jurassic World franchise with a unique cereal flavor and custom packaging.

A top 10 selling Universal licensed product for 2022 that led to an extended multi-year program with total US retailer coverage.

First of its kind back-of-pack activity that combines low and high tech play patterns while effectively navigating packaging cost limitations.

The success of the initial launch of Trix Trax warranted a rerun of the design and an introduction into larger sizes for bulk markets.

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Released in 2022 by General Mills.
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