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Published on .

(Sept. 5, 2001) -- Kellogg Co., Battle Creek, Mich., and the Walt Disney Co. today announced a multiyear alliance to develop and market co-branded breakfast foods based on Disney characters.

The products, such as cereals, Pop-Tarts and Eggo waffles featuring Mickey Mouse, Winnie the Pooh and Buzz Lightyear, among others, will debut in early 2002 and be backed by extensive promotions with Disney entertainment properties.

Kellogg will also become the "official sponsor of breakfast" at Walt Disney World, Disneyland Resort and Disneyland Paris as part of the deal, the terms of which were not disclosed. -- Stephanie Thompson

Copyright September 2001, Crain Communications Inc.

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