In the early 1990's, Ralston attempted to sell a cereal that didn't have a toy inside it and featured characters whose fans were in the Geritol generation. The idea behind Morning Funnies was that kids could read the comics which covered the back of the box and an inner pullout tab. What kid wouldn't want to read about long forgotten characters instead of getting a good toy? Many, it seemed.
The biggest issue with the cereal was that it would only take half a breakfast to read the lousy comics printed on the box. Plus, if the exclusive comics were all that interested the kids, they could easily read them without buying the cereal. The cereal only lasted for five "collector's editions" before being put out of its misery.