Studio, cereal giant talk animation ads

HOLLYWOOD — DreamWorks Animation and Kellogg Company have struck a multi-year deal for the cereal giant to support the toon house’s films and homevideo projects.

Starting in 2006, Kellogg will have exclusive worldwide rights to DreamWorks projects in cereals, toaster pastries, cereal bars and fruit-flavored snacks, and exclusive U.S. rights for pancakes, waffles, cookies and crackers.

DreamWorks releases two animated features each year.

Kellogg will market the DreamWorks-themed products on television, online and in stores around the world, and will create themed products with DreamWorks characters.

Kellogg markets its products in more than180 countries.

It’s the first deal between the companies. DreamWorks is exclusive to Kellogg in these product categories under the deal but Kellogg is not.

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