I think the problem is that I enjoyed Rex's The True Meaning of Smekday and his website and author appearance so much that I've been afraid my expectations would be too high for any of his other books to measure up, so I've delayed reading this for quite a while. It turns out I shouldn't have worried. While Cold Cereal may not be quite to Smekday's level of excellence, it is certainly full of Rex's signature humor and inventiveness and turns of phrase. I was highly, continuously entertained and amused. At times I felt his plot and pacing meandered a bit much and missed the mark, but only enough to take it from a five-star rating to a four. I've already placed a hold on the second book in the series.
Cold Cereal has, it seems, a little bit of everything: multiple protagonists, fairy folk, mythological monsters, Arthurian myths, mad scientists, secret societies, corporate baddies, danger, suspense, riddles, mysteries, illustrations, wit, humor, satire, and more; particularly--perhaps most importantly--kids taking on "the man." Oh, and, of course, delicious and convenient foods for starting the day: "The Goode and Harmliss Toasted Cereal Company was founded in 1858 for the purpose of manufacturing quality breakfast cereals and attaining dominion over all the peoples of the Earth." It's taken over 150 years, but they are finally on the cusp of accomplishing all of their aims.