The promotional efforts will join Nestle's network and cable TV schedule for Willy Wonka. Ads featuring the animated character broke late last month.
The pool of three animated spots that take kids on a "Wild ride" through a candy factory run through October.
Dailey & Associates, West Hollywood, Calif., handles the advertising.
NAMED AFTER '71 MOVIE
Willy Wonka candies, named after the 1971 movie `Willy Wonka & the Chocolate Factory," were acquired by Nestle when it bought Breaker Confections in 1988.
The Wonka line includes Nerds, Shock Tarts, Chewy Runts and Everlasting Gobstoppers, and each now features a new logo that incorporates Willy Wonka's purple top hat.
The relaunch includes a Web site (www.wonka.com) and a seasonal line of Wonka Spooky Nerds planned for Halloween.
The Wonkamobile tour will link with Reading is Fundamental, and will host storytelling sessions and book signings as well as sampling and premium giveaways.
Tie-ins with other entertainment properties also are on tap for later this summer, as Nestle prepares two TV commercials to support two new candy novelties tied to Touchstone Pictures' "Armageddon," beginning June 1.
One novelty is Armageddon Asteroid, described as a hollow ball of chocolate candy with black and red meteorite candies inside. The other, Nestle Nuclear Chocolate, is a conglomeration of milk chocolate crisps, rice and "popping" candy particles.
Planned for late September are two novelties tied to Walt Disney Pictures' and Pixar's Thanksgiving release of "A Bug's Life."
They include a Bug Bar of green candy bars with gummy bugs inside and a Bug Ball of hollow chocolate filled with bug-shape SweeTARTS.
Dailey also is the agency for Nestle novelties.
Contributing: Alice Z. Cuneo.