By Allison Watkinson
TLL Reporter
General Mills and Pit Viper recently launched a collaborative partnership for limited-edition sunglasses inspired by Cinnamon Toast Crunch.
Debuted on June 3, the co-branded eyewear featured the signature colors and Cinnaswirl patterns of Cinnamon Toast Crunch combined with Pit Viper’s style and silhouette.
Inspired by fashion trends from the 1990s, each pair of sunglasses were packaged in a custom box that depicts the cereal brand’s Cinnamoji mascot and included a box of Cinnamon Toast Crunch inside.
“We asked ourselves, what if your favorite cereal became your favorite accessory, and Pit Viper helped us make it happen,” said General Mills senior marketing manager, Brandon Tyrrell. “This partnership reimagines the absurd, with an unexpected collab that only Cinnamon Toast Crunch and Pit Viper could pull off. Cinnamon Toast Crunch, spoons and shades? Check, check and check.”
The licensed shades came in the classic Pit Viper silhouette for everyday wear, as well as including attachable novelty earpieces shaped like spoons.
“The sunglasses were designed for a new generation of fans who live loud and dress louder,” said Pit Viper partnerships manager, Kai Seggar. “Whether you’re hitting the slopes, the streets, or having breakfast on the go, these shades deliver a look that’s anything but ordinary.”
Available in a limited quantity, the collaborative sunglasses debuted exclusively through the Pit Viper brand’s e-commerce website on June 3, 2025.
First founded in 2012, Pit Viper is a performance eyewear brand that is designed to cater to the outdoor and action sports demographics.
The company focuses on offering adjustable and functional eyewear that blend style and durability.
General Mills is a manufacturing and distribution company that offers a broad portfolio of food-related brands.
In addition to Cinnamon Toast Crunch, the company’s portfolio includes many well-known global brands such as Cheerios, Nature Valley, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Annie’s, Wanchai Ferry, Yoki and more.
Photo Credit: General Mills/BusinessWire.