Fast Feeder, Cereals Link Discovery

Discovery Kids has launched licensing deals with Arby’s restaurants and Quaker Oats’ Life cereals, the latter with TV producer BBC Worldwide Americas and its latest dinosaur cablecast, BBC said.

Arby’s, Ft. Lauderdale, Fla., kicked off a year-long promotion with Discovery Kids with a shark-themed promotion running through Oct. 14, in support of Arby’s Adventure Meals. It’s the first of nine six-week promo flights, through 2002, with core kids genres of dinosaurs, sharks and space. Meal bags get a Discovery Kids logo and a toy (“collectible figurine”). Premiums are handled by Strottman/Atlanta. A penny from each meal/premium sold will go to the non-profit Arby’s Foundation for kids? charities.

On a second front: A contest from Life and Cinnamon Life cereals adds to BBC Worldwide Americas’ upcoming Discovery Kids TV show, “Walking with Prehistoric Beasts,” to air Sunday evening, December 9. Other sponsors include TiVo, Volkswagen, Kodak, Phillip Consumer Electric and Intel. The cablecast is a sequel to “Walking with Dinosaurs,” Discovery’s documentary ratings record-breaker.

Later this month through the rest of the year, Life is distributing 10 million specially marked boxes with on-pack graphics and four different box fronts. Boxes will have did-you-know edutainment copy and feature sponsor logos. A contest component includes 3,000 winning coupons, 1,000 of which are for grand-prize TV show companion video-and-book packages.

The cereal’s “all family” appeal with Mom as “the gatekeeper for children and the kind of cereal they eat” made it a good fit for the BBC unit’s first cereal promotion, said Nancy Gendimenico, vp of licensing and merchandising. No agency has been used for the campaign. Life’s parent is Quaker Oats, a Chicago-based unit of Pepsico.

Next: A “Walking” board-game partner is to sign shortly.

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