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Kellogg Celebrates Revenge of the Sith By Fueling the Force

Kellogg and Lucasfilm Ltd. have teamed to supply new Kellogg's products inspired by the May 19 release of STAR WARS: EPISODE III: REVENGE OF THE SITH.

The Kellogg REVENGE OF THE SITH promotion will reach families and fans in more than 30 countries. STAR WARS characters, cast members and promotional items and giveaways will be featured across virtually all of Kellogg's brands, on more than 200 million product packages from April to June 2005. Kellogg is supporting the new products and special promotions through television and print advertising as well as STAR WARS retail merchandising displays.

"The impact of STAR WARS has hit millions of people worldwide, so we created a promotion that is truly global in scale," said Kevin Smith, svp marketing services, Kellogg Co. "Excitement for Revenge of the Sith keeps building, and through our new products and local promotions, Kellogg will bring that excitement to families and fans in more than 30 countries around the world."

"Kellogg has created some great ways for fans, families and kids to celebrate STAR WARS," said Jim Ward, vp of marketing and distribution for Lucasfilm. "In REVENGE OF THE SITH, the Jedi lightsaber action is more thrilling than in any other STAR WARS film, and the light-up SaberSpoons allow families to bring that excitement to their breakfast table."

Kellogg's products include limited edition cereal, Pop-Tarts toaster pastries, fruit snacks and Fudge Shoppe cookies. Kellogg promotional merchandise, such as R2-D2 cereal bowls, light-up SaberSpoons and limited edition STAR WARS character cookie jars are certain to become instant collector's items.

Kellogg's Star Wars limited edition cereal consists of toasted oat grains and features STAR WARS-themed marshmallows, representing legendary characters such as R2-D2 and C-3P0, as well as the infamous lightsaber. The limited edition Pop-Tarts feature "Lava Berry Explosion," a delicious wildberry filling. Keebler Fudge Shoppe cookies also celebrate STAR WARS by featuring a limited edition cookie with rich fudge stripes over a lava-red shortbread base.

With 2004 sales of nearly $10 billion, Kellogg Co. is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, meat alternatives, piecrusts and ice cream cones. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit www.kelloggcompany.com.

Lucasfilm Ltd. is one of the world's leading film and entertainment companies. Founded by George Lucas in 1971, it is a privately held, fully integrated entertainment company. In addition to its motion picture and television productions, the company's global businesses include Industrial Light & Magic and Skywalker Sound; LucasArts Ent.; Lucas Licensing; and Lucas Online. Lucasfilm's feature films have won 19 Oscar Awards and its television projects have won 12 Emmy Awards.

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