Top of page

Exhibition Geppi Gems

General Mills. Cheerios. Free on this Package, Wyatt Earp “Dragoon” Pistol and Target Game, [ca. 1955]. Photomechanical color print. Stephen A. Geppi Collection of Comics and Graphic Arts, Prints and Photographs Division, Library of Congress (008.00.00) © General Mills LC-DIG-ppmsca-70853

Wyatt Earp’s Cheerios Box

General Mills sponsored the Western ABC-TV series The Life and Legend of Wyatt Earp, which debuted in 1955 and ran until 1961. Cheerios issued three types of boxes from which consumers could cut out a gun associated with the program. Each box featured the full-length image of Wyatt Earp as portrayed by actor Hugh O’Brian. While never as popular as Gunsmoke, Wyatt Earp earned respectable ratings and capitalized on merchandizing in an era when the Western was a popular genre.