Pixar Lends Incredibles Stars for Partners' Ads

Pixar Animation Studios' holiday film The Incredibles will get a reported $150 million in marketing support from partners including Kellogg, McDonald's, Procter & Gamble, Safeway, Samsung, SBC Communications and Toys 'R' Us.

In a twist on the usual promotional tie-ins, Pixar will lend Incredibles characters to partners' advertising. Ads will feature characters in 30-second spots created by Pixar specifically for each partner, according to news reports.

SBC breaks a TV spot next week for its Yahoo DSL Internet service and Dish Network satellite TV, per news reports. Kellogg breaks a spot Oct. 10 for Pop-Tarts, fruit snacks and an Incredibles limited-time cereal. McDonald's will run an Incredibles Happy Meal promo in November. Samsung will use animation online.

Emeryville, CA-based Pixar has collaborated with Walt Disney Pictures to market all Pixar's films since its 1995 debut with Toy Story. Pixar breaks ties with Disney next year after Disney distributes (and helps market) Pixar's seventh film, Cars, for holiday 2005. Disney retains rights to distribute Pixar's first seven films, and can produce sequels itself if Pixar declines to produce them with Disney.