Quaker Brings Life to Adventure DVD

Quaker Oats Co. lends its Life cereal brand to a popular children's book series for its first animated DVD.

The Abominable Snowman is the first DVD extension of the Choose Your Own Adventure series that lets kids choose the plot line as they read. (Kids turn to a specified page to follow the plot twists they choose; DVD watchers use their remote control to choose between 11 possible storylines.)

Life cereal is woven into the story: It's the favorite food of a Himalayan Yeti encountered by three kids searching for their uncle in the mountains. The DVD stars the voices of Felicity Huffman, William H. Macy, Frankie Muniz, Mark Hamill and Lacey Chabert.

Chicago-based Quaker supports the DVD launch with a $3 rebate offer on 18 million boxes of Life. Consumers who buy the cereal and the DVD mail in proofs of purchase for the rebate. The offer runs through November.

A sweeps overlay will award one grand-prize winner a role in the next Choose Your Own Adventure DVD, and a year's supply of Life. Four hundred first-prize winners get the Abominable Snowman DVD. The sweeps runs online through October.

Life's Web site, Lifecereal.com, also hosts Adventure-related games and coloring pages.

Waitsfield, VT-based Chooseco, Inc. publishes the Choose Your Own Adventure book series; Beverly Hills, CA-based Lean Forward Media produces the DVDs, with two titles slated for 2007 and 2008 release: The Lost Jewels and The Mystery of The Maya.

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