Squishmallow cereal is the latest conquest in the brand’s global takeover

As part of a billion-dollar brand expansion under Warren Buffett, the plush toy has become a licensee’s dream.

I swear that I can smell the sweet scent of marshmallows through the cardboard. And by the time my family is filling its bowls with corn flour Os and pastel-colored marshmallow “Cam” cats, the sugary odor is so rich it feels as if might be standing in a rice krispies treat factory.

“This is in my top five,” my son, a connoisseur of sweet cereals, quickly declares.