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Nintendo of America, as part of a marketing blitz for its Nintendo 64 platform, teamed with Taco Bell for a multimillion-dollar promotion launching Oct. 1. Nintendo also begins a $7 million marketing push today for its Star Fox 64 game, to be followed by multimillion-dollar marketing campaigns for other Nintendo 64 games. Separately, rival Sony Computer Entertainment America is about to launch a $100 million marketing effort for PlayStation. An on-pack promotion with Pepsi-Cola Co. will break this fall.

Fuji Photo Film USA this month launched the "Kids in Action" photo contest. Grand prize is a $25,000 college scholarship, plus a ride for four in the Fujifilm Blimp.

Fast-food seems to be the tie-in partner of choice for promotions backing kids' TV series this fall. Warner Bros. Consumer Products will join with Burger King Corp. for a fall promotion tied to "Superman: The Animated Series" on the WB network. To support its Public Broadcasting Service property "The Magic School Bus," Scholastic Consumer Products has deals with Hardee's Food Systems for late July and Long John Silver's for fall. Fox and Saban Entertainment have McDonald's Corp. on board for an August promotion tied to "BeetleBorgs."

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