Inspired by relationships built between Destineer Games and General Mills in 2008 and 2009, Soul and Vibe Interactive entered into a license agreement with the latter in 2012.
The core license was built around the Wheaties brand with secondary licenses issued based on General Mills' world-renowned set of breakfast cereal and food product. The intent was to develop a sports game where you competed against General Mills' mascots. To the victor would go The Wheaties Sports Challenge crown. In addition, Soul and Vibe explored the creation of General Mills-themed costumes for Xbox Avatars.

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