As part of the deal, leading Kellogg brands including Frosted Flakes cereal, Pop-Tarts, Cheez-It crackers and Fudge Shopper cookies will be featured on the Cartoon Network globally, on Warner Bros TV network, TBS Superstation, TNT, CNN and Warner Bros syndicated programming, in addition to America Online's internet and interactive services.
The agreement, negotiated on behalf of Kellogg by B|Com3 media-buying network Starcom North America, will run over a number of years. The financial terms were not announced.
Kellogg morning food division president Jeff Montle said, "This agreement enables us to strategically reach consumers across multiple media platforms with a great mix of on-air and online marketing."
The deal follows an earlier agreement, which saw the launch of Kellogg's PowerPuff Girl cereal and Pop-Tarts toaster pastries. These were linked to the launch of the Cartoon Network's Big Pick programming event which encouraged children to go to the bigpickbreakfast.com website and vote for their favourite concept cereal, which were each related to an original Cartoon Network show.
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