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”).