Chex Squares - commercial

I think that's the name of the cereal - Chex squares.

You've got this little square with expressive eyes and a mouth standing on the edge of a bowl of cereal. He stretches out a really long tongue like a frog, captures one of his fellow squares - also anthropomorphized, and eats it!

Isn't that like, cannibalism?

If I were a kid, I sure as heck wouldn't like to eat such a ceral.