General Mills will serve as the official sponsor for the contest, which asks participants to create a machine that can “pour a bowl of cereal.”

NORTH AMERICA–Rube Goldberg Inc. will celebrate the 30th anniversary of the Rube Goldberg Machine Contest during its 2018 season.

Each year, a new task is assigned for the competition and participants must create a machine that can accomplish the task. This year’s task is to “Pour a Bowl of Cereal.” Furthermore, in a deal brokered by Brand Central, General Mills has signed on to serve as the contest’s sponsor.

In addition, the contest, which originally began with a handful of engineering undergraduates, now includes divisions for elementary, middle, high school and college students.

Registration for the contest is now available online and will culminate in the national finals this spring.

“We are thrilled to have achieved this milestone of 30 amazing years of our annual machine contest. And, for our anniversary year, ‘Pour a Bowl of Cereal’ is a fun and perfectly Rube-centric task,” says Jennifer George, legacy director, Rube Goldberg Machine Contest, and granddaughter of Rube Goldberg.