Hasbro and General Mills cereal brand partnered to promote NEOPETS, the "virtual pets" from Hasbro unit, Wizards of the Coast. Inside specially-marked boxes of Cocoa Puffs, Cookie Crisp and Reese`s Puffs, Wizard dropped five trading cards that featured unreleased art. The cards also included a virtual prize code redeemable at Neopets.com. Visitors to the site could select items for their NEOPET: a drink if it was thirsty, a bamboo mat to rest on, or a book for the NEOPET to read. To bring NEOPET offline as well, Wizards bowed trading cards based on the property in September 2003 and supported the launch with a print effort.