Kellogg, Disney Promise Year’s Biggest Kids’ Brand Launch

NEW YORK — In it’s first permanent-product rollout under a deal with Disney, Kellogg will unveil an $18 million integrated national push to launch in mid-January a trio of cereals featuring Disney characters Winnie the Pooh, Mickey Mouse and Buzz Lightyear. Hunny B’s (Pooh), Magix (Mickey Mouse) and Buzz Blasts cereals are being touted in sales materials as the “biggest kid brand advertising launch in 2002.”

TV and print, in titles such as Ladies Home Journal and USA Today, will break in February via Leo Burnett, Chicago. A public relations effort, introductory FSI’s and massive in-store efforts will support.

While Kellogg has previously teamed with Disney and other entertainment properties for limited-edition cereals, the Disney cereals will permanently join Kellogg’s stable of kid brands The launch is part of a multi-year deal Kellogg inked with Disney last September to produce a co-branded line of Kellogg/Disney breakfast cereals, toaster pastries and waffles.