Sesame Workshop and Sony Pictures Family Entertainment have inked two big licensing deals for their PBS series DRAGON TALES. Kellogg USA has renewed its sponsorship of the series. Kellogg will be a strong presence in the advertising and marketing of the show, including positioning in the English and Spanish editions of SESAME STREET magazine and a link swap between Kellogg, Sesame Workshop and PBS' DRAGON TALES Websites. Moreover, the apple sauce and apple juice maker, Mott's, will launch a huge juice-only promotion featuring games, stickers and point of sale materials based off the popular series. The Mott's campaign will start in March 2001 and run for almost half of the year. DRAGON TALES has scored some of the highest ratings for PBS in over five years.