For those keeping tally, so far General Mills has the Speed Racer movie tie-in - offering premiums such as the "Turbo Racers" pictured above (actually in the box!) and a Speed Racer Cereal Bowl mail-in offer - while Kellogg's has the Indiana Jones tie-in and is offering a "free" Indiana Jones and The Raiders of the Lost Ark DVD for the absurd asking price of twelve tokens (for what it will cost for twelve boxes of cereal, you're better off just buying the DVD outright).
Anyway, my first two Turbo Racers came from Cheerios and Cinnamon Toast Crunch. Each car comes bare with a tiny sheet of decals that you apply yourself. This probably has something to do with China hosting the Olympics this summer. Not only are they busy manufacturing everything sold in Wal-Mart, they're also producing the official and knock-off Olympic merchandise. It's been conveniently glossed-over on the box as "...customize them with cool stickers included in the box." At least we're getting back some of those manufacturing jobs lost overseas with the added bonus of underage labor handling it before the a.m. bus to school.
I'm just happy that they're still offering premiums of any kind. With food corporations skittish about the potential of frivolous lawsuits from gluttonous, sue-happy Americans, anything remotely resembling sugar-and-fat-fueled advertising aimed at impressionable kids is being nixed left and right.