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BLOOMINGTON, MN-General Mills has closed down Cereal Adventure at the Mall of America, leaving a 16,000-sf hole at the country’s largest enclosed shopping mall.

The Golden Valley, MN-based food company’s three-year-old, 16,000-sf attraction included cereal-themed games and playground equipment, a cafe and a retail store that sold branded merchandise. General Mills had charged admission to Cereal Adventures, which includes a museum and a theme park, both related to its products such as Lucky Charms, Cocoa Puffs and Betty Crocker.

The food company says the decision was based in part on spending its marketing dollars on other efforts. Initially, the food giant viewed Cereal Adventures as a way to promote its products to the 42 million some visitors each year to the Mall of America.

The Mall of America, still under management by an affiliate of Indianapolis-based Simon Property Group, is working on finding a replacement for the tenant.

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