DreamWorks Animation and Kellogg Co. have sealed a multi-year promotional agreement, reports VARIETY. Starting in 2006, Kellogg will have exclusive worldwide rights to DreamWorks film and home video properties for cereals, toaster pastries, cereal bars and fruit-flavored snacks, and exclusive U.S. rights for pancakes, waffles, cookies and crackers. Kellogg will market in more than 180 countries the DreamWorks-themed products on television, online and in stores. This marks the first deal between the companies. The agreement gives Kellogg exclusivity to DreamWorks, but not visa versa.
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