Kellogg's new cereal goes Pokemon

Thompson, Stephanie
March 2000
Advertising Age;3/13/2000, Vol. 71 Issue 11, p6
Trade Publication
This article announces the imminent shipment of Kellogg Co.'s Pokemon toasted oats cereal with marshmallow bits to grocery stores in May 2000 in the U.S., through a licensing agreement with Nintendo of America. The agreement also will include cross-category promotions later this summer. The new Pokemon cereal, which features four different Pokemon-shaped marshmallow bits, is the first in a series of efforts Kellogg has planned to leverage what it terms "Pokemania" among children ages 5 to 10 and bring fun and excitement to its brands, a Kellogg spokeswoman said. Among such efforts will be a national promotion in the summer that will offer "high-value Pokemon premiums" inside several of Kellogg's top kid-targeted products.


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