"You Sit On A Throne Of Lies!"

Saw this today at my local Schnucks grocery store today— ELF cereal, based on the Will Ferrell movie. 

Timely! That movie came out in 2003, so good job rushing the cereal to the shelves there, guys!

I'm assuming there must have been some sort of likeness rights issue here, since Buddy The Elf's face is depicted in silhouette, and Will Ferrell's image doesn't appear anywhere on the box.