Kellogg Licenses its Brands; Hasbro Sues over Game

This year Kellogg Co. will aggressively license its brands in the toy, apparel, entertainment, publishing and food categories as part of a brand-building strategy leveraging its two-year-old licensing program.

The firm has already lined up deals for Special K clothing, a Tony the Tiger and Friends live show, coloring and activity books featuring cereal characters, and Fudge Shoppe freezer pops based on Keebler Fudge Shoppe cookies.

The Special K Collection via Bruce Brown Fashions, Inc. bows in November with "figure-flattering designs" for active women, per Kellogg. Tony the Tiger and Friends show, via Tanglewood Family Entertainment, travels to fairs and festivals this summer. Jel-Sert Co. licensed the Fudge Shoppe name for freezer pops. Kellogg has licensing deals with 100 marketers and claims to be one of the top 100 licensors.

"Kellogg provides the best of both worlds in licensing with great characters and recognizable brands that resonate with kids and adults," said Kellogg director of worldwide licensing Elisa Webb in a statement. "As we continue our long term licensing strategy, we're focused on sustained brand growth by creating quality products that strengthen consumers' emotional bond with our company."

Meanwhile, Battle Creek, MI-based Kellogg is having legal trouble over a licensing deal with longtime partner The Walt Disney Co.

Toy maker Hasbro, Inc. on May 20 filed a federal trademark lawsuit in Manhattan against Kellogg Co. over a Frosted Flakes promotion tied to Disney/Pixar's film Finding Nemo. Hasbro contends that an on-pack game infringes on its own Memory game, where players match pictures on cards. The Kellogg effort put 16 cards with eight Nemo characters on the back of Frosted Flakes boxes for kids to cut out and match, according to news reports. Hasbro is selling its own Finding Nemo version of Memory, a game it trademarked in 1967. Pawtucket, RI-based Hasbro wants the court to order Kellogg to impound all the boxes, the report said.