Kellogg has formed an alliance with Walt Disney, giving the US cereal giant exclusive rights to co-brand its breakfast products with famous characters from the cartoon company.
Kellogg will be allowed to use famous names such as Mickey Mouse and Winnie the Pooh on its products, which include Corn Flakes and Pop Tarts.
The products will roll out in America at the beginning of next year, followed by a global release.
Kellogg is also becoming the “official sponsor of breakfast” at Walt Disney World, Disneyland Resort and Disneyland Paris. There are also plans to develop a wide range of promotional programmes using Disney’s film and television properties.
Financial details about the deal were not revealed.
Carlos Gutierrez, chairman and chief executive of Kellogg, says: “This alliance unites two of the world’s most recognised and admired family-focused brands and offers years of unprecedented opportunities.”
In February, AOL Time Warner announced a &£95m marketing deal with Coca-Cola covering the release of the Harry Potter and the Philosopher’s Stone film.
There were strict guidelines, outlined by author JK Rowling, creator of the character. Rowling negotiated a deal where there would be no product placement within the film. Coke also committed itself to take part in a worldwide literacy campaign.