Kraft Foods will lure kids beginning in February with a new line of macaroni and cheese based on Pokemon characters. The line features six Pokemon pasta shapes packaged in six Pokemon-themed boxes, the backs of which will carry eight Pokemon collector coins. A 30-second TV spot from FCB Worldwide, Chicago, starts airing April 10. Kraft has exclusive rights to Pokemon in dry and canned pasta and soup categories through 2001, according to a company spokeswoman.
Copyright December 1999, Crain Communications Inc.