Kellogg, DreamWorks Sign Global Deal

Kellogg Co. and DreamWorks Animation next year will begin a promotional alliance pairing DreamWorks' films with Kellogg's full portfolio worldwide.

The multi-year partnership—the first multi-picture deal between Kellogg and DreamWorks—gives Kellogg exclusive rights to DreamWorks' animated films and home videos. Kellogg will create themed products using DreamWorks characters, and run film-themed promotions for its existing cereals, toaster pastries, cereal bars, and fruit snacks. (Kellogg also gets exclusive U.S. rights for frozen waffles, pancakes, cookies and crackers.)

Kellogg will run TV, online and in-store campaigns and license DreamWorks properties.

"We are thrilled with the possibilities that can come from combining our brands with the strong slate of DreamWorks films," said Kevin Smith, Kellogg senior VP-marketing services, in a statement.

"We are excited to be connected with a global brand leader such as Kellogg. The combination of our properties with the quality and equity of Kellogg's strong lineup of brands will enable us to bring innovative products to families around the world," said Anne Globe, DreamWorks Animation's head of worldwide consumer products and promotions, in a statement.

Los Angeles-based DreamWorks collaborated with Kellogg on promotions tied to Shrek (2001) and Shrek 2 (2004) and Dr. Suess' The Cat in the Hat (2003).

Battle Creek, MI-based Kellogg also ran high-profile joint promotions with Sony Pictures' Spider-Man (2002, winner of PROMO's top EMMA Award that year) and Spider-Man 2 (2004). It also tied in with Disney/Pixar's The Incredibles (2004).