Kellogg Seeks Branding Snap, Crackle, Pop in Disney Pact

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NEW YORK — A multi-year alliance announced Wednesday between The Walt Disney Co. and Kellogg Co. is the latest attempt by Kellogg to bolster its presence in a soggy cereal category, and the second deal this year between Disney and a food and drink company with global marketing presence.

Under the pact, Kellogg will have exclusive rights to develop and market co-branded Disney/Kellogg ready-to-eat cereals, Pop-Tarts, Eggo waffles and other breakfast foods based on Disney characters.

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