In a major promotional licensing development, the Nelvana-distributed action series BEYBLADE will be promoted via all Kellogg’s children’s cereal brands in the UK. Set to launch October 1, 2002, the Kellogg’s UK campaign will place 12 million BEYBLADE spinning top toys in all leading Kellogg’s cereals. The first of numerous global BEYBLADE promotions planned for 2002-2003, Kellogg’s will support the BEYBLADE campaign with a comprehensive media program involving television and print. Kellogg's also plans to roll-out the BEYBLADE campaign in France and Belgium in the first quarter of 2003, and is currently eyeing other territories to launch the promotion. BEYBLADE debuted in the UK on Cartoon Network in July 2002 and ranked as Cartoon Network’s highest rated program among kids 4-15, boys 4-9, boys 10-15 and kids 10-15. Against the kids competition, BEYBLADE ranked #1 among boys 4-9 and boys 4-15. Acquired from d-rights, the BEYBLADE series tells the story of a boy who learns to harness the power of his ancestors to perfect his technique in the sport of BEYBLADE.