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Number of years since Oscar Meyer introduced the Wienermobile. Hershey has the Kissmobile. Mr. Peanut has the Mr. Peanut Hot Rod. Even Pfizer has managed to put together a truck to tout its Revolution pet medicine. So why did it take so long for Kellogg’s to develop the Tonymobile? The 9,500-pound, 23-foot-long, 9-foot-high vehicle—with likenesses of Tony the Tiger, Toucan Sam, Dig ‘Em and Snap! Crackle! and Pop!—will be unveiled this week at the Chicago Auto Show.

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