Disney, Kellogg Set Multiyear Alliance

9/05/2001 5:39 AM Eastern

The Walt Disney Co. and Kellogg Co. announced a multiyear corporate alliance
Wednesday that will include 'an array of promotional initiatives.'

The two companies will co-develop various promotional programs that will
involve unspecified Disney entertainment properties in film, television and
theme parks. A spokeswoman said Wednesday, 'We don't have specifics yet' on the
possible television- and cable-network promo link-ups.

In other aspects of the alliance, Kellogg will be the 'official sponsor of
breakfast' at Disney's theme parks, and it will have the exclusive rights to
develop co-branded Disney/Kellogg cereals and other breakfast foods inspired by
Disney characters.

The first such co-branded cereals are expected to hit store shelves in the
United States in early 2002, the Disney spokeswoman said.

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