Discovery Kids, Sponsors Go Walking


Discovery Kids said Tuesday that it will team up with Arby's Restaurants and
The Quaker Oats Co.'s Life cereal on two fall promotions tied to the upcoming
U.S. television premieres of Walking with Prehistoric Beasts.

The promotions were arranged through BBC Worldwide Americas, the licensing
agent for Beasts, which is scheduled to bow on Discovery Channel at 7
p.m. Dec. 9 as a three-hour computer-animated sequel to last year's Walking
with Dinosaurs

From mid-October through Dec. 31, 10 million boxes of Life cereal will
contain coupons for instant Beasts prizes, such as the video of the
program and a companion hardcover book, as well as tune-in information about the
special. The boxes will also be co-branded with the Discovery Kids and British
Broadcasting Corp. logos.

In addition, the boxes will refer youngsters to to buy the
video and get a free inflatable Tyrannosaurus rex.

A month ago, Discovery Kids began a yearlong promotion contract with Arby's
involving 'Adventure Meals' that contain various toys with shark, science and
dinosaur themes. Each of nine promotions will run six weeks.