Walt Disney And Kellogg Form Corporate Alliance
In a global partnership that includes Disney consumer products, theme parks and resorts, and an array of promotional initiatives, the Walt Disney Company and Kellogg Company announced a new global, multi-year corporate alliance. Kellogg, the world's leading producer of cereal, will have exclusive rights to develop and market co-branded Disney/Kellogg breakfast foods based on Disney characters. In addition, Kellogg will become the "official sponsor of breakfast" at Walt Disney World, Disneyland Resort and Disneyland Paris. Kellogg's breakfast foods will be featured at select "character breakfasts" and sold at restaurants located at the theme parks and resorts. Beginning with the U.S. rollout in 2002, Mickey Mouse and friends and characters from THE LION KING, 101 DALMATIANS, PETER PAN and TOY STORY among others, will be featured in a new assortment of breakfast foods. In addition, Disney and Kellogg will co-develop a wide range of promotional programs by combining the broad reach of Disney's myriad of entertainment properties, including film, television and theme parks, with Kellogg's exclusive character rights.