Cereal giant to be official sponsor at theme parks
HOLLYWOOD — Get ready for frosted Minnie Mouse flakes: Disney and Kellogg’s have agreed to develop breakfast cereals based on Mouse House characters.
The Battle Creek, Mich., cereal giant also becomes the “official sponsor of breakfast” at Disney theme parks under the pact. Terms of the exclusive agreement weren’t revealed.
“By combining Disney’s powerful content with the quality and equity of the Kellogg’s brand, we will bring innovative products to the breakfast tables of families across the globe,” Disney prexy Bob Iger said.
“Disney magic will add even more excitement for Kellogg brands,” Kellogg’s chairman-CEO Carlos Gutierrez said. “This alliance unites two of the world’s most recognized and admired family-focused brands and offers years of unprecedented opportunities.”
Mouse characters expected to figure in various branding schemes include Mickey Mouse and friends, Winnie the Pooh, characters from the film “The Lion King,” Peter Pan and Buzz Lightyear.