Brand Central has tapped General Mills to serve as the official sponsor for the brand’s latest contest, which will see fans transform cereal packaging into machines.

NORTH AMERICA–Rube Goldberg Inc. and General Mills are set to fete the 30th anniversary of the Rube Goldberg Machine Contest, in a deal brokered by Brand Central, Rube Goldberg’s exclusive licensing agency.

Though the partnership, General Mills will release a variety of specially-marked boxes of cereals–including Cheerios, Cinnamon Toast Crunch, Cocoa Puffs, Cookie Crisp, Lucky Charms and Reese’s Puffs–that include instructions to transform the packaging into one of six Rube Goldberg-inspired machines.

“Similar to our annual Rube Goldberg Machine Contest, this promotion is part of a larger partnership with General Mills that is designed to inspire creativity, teamwork and invention at the breakfast table,” says Jennifer George, legacy director, Rube Goldberg. “We are thrilled to partner with General Mills to get families thinking about S.T.E.M. in their own way–and to give builders the chance to win a college scholarship.  What's better than the gift of education!”

Additionally, families can submit their cereal box creations for a chance to win a $20,000 college scholarship. The contest will take place until August and entries can be submitted online via Instagram or the General Mills Cereal Facebook page using the hashtags #BreakfastBlueprint and #BigGSweepstakes.

“The desire for creativity and family fun at the breakfast table is intrinsic to General Mills Cereals,” says Hope Zeckmeister, senior marketing communications manager, General Mills. “It is so important to make S.T.E.M. approachable to get kids engaged and excited about it early and often. Through this partnership with Rube Goldberg, we are able to introduce S.T.E.M. elements to curious inventors by infusing physics principles into our boxes, creating the opportunity for interactive learning.”