Apparently Cheerios has teamed up with First Book and Simon & Schuster in the Cheerios Spoonfuls of Stories Children's Book Contest, which is a gag-worthy name, but I'll overlook that because I like the judging criteria:
1. Appropriate story/content for children ages 4 to 8
2. Emotional Connection
3. Writing Quality
5. Read Aloud Potential
And you don't have to mention Cheerios at all.
Here's the rest of the info .
Also, when I read this sentence:
Cheerios is searching for the next great children’s book author by inviting previously unpublished adult authors to submit their story for a children’s book.
. . . I thought they were saying, "Can't make it as an author for adults? Try the kiddies! Those little twerps will read anything!" and I started growling. On re-reading, I think they were trying to ensure that they didn't get any actual child authors.