Pop-Tart: Breakfast Pastry or Ad Platform?

For Trivial Pursuit, the Answer Is All of the Above

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NEW YORK (AdAge.com) -- First it was potato chips. Now Trivial Pursuit has opened up another new platform on which to advertise: Pop-Tarts.
Trivia questions appear on Pop-Tarts' icing, along with colorful graphics.
Trivia questions appear on Pop-Tarts' icing, along with colorful graphics.

Hasbro and Kellogg Co. have teamed for a yearlong promotion that puts 200 trivia questions and answers from the Trivial Pursuit for Kids DVD version of the board game directly on strawberry Pop-Tarts. The newest "ink-jet food" follows Procter & Gamble's fall 2004 launch of Pringles Prints, which printed trivia questions right on the chips.

Recent struggles
Hasbro has struggled in recent years to keep the one-time star of its portfolio top-of-mind with young consumers. Sales of the board game hit their peak in 1984 with $400 million and slipped down to $15 million by 2002.

Hasbro has managed to revive sales since then by developing more-relevant pop-culture versions -- such as games based on "Star Wars" and "Lord of the Rings" -- and by entering more technologically savvy territory, with DVDs and even downloads for mobile phones.

"Building brand awareness and relevance with the tween market can be a real challenge, and games aren't the kind of products that can be sampled easily," said Pat Riso, Hasbro's VP-communications. "This provides us a chance to sample the questions, which is what the fun is all about."

Pop-Tart questions
The ink-jet questions appear on the Pop-Tarts' icing along with colorful graphics. For instance, the question "Where did Robin Hood live?" is accompanied by a picture of a green hat with a yellow feather. The answer, "Sherwood Forest," is printed upside down below it.

To promote the tie-in, Kellogg will feature the Trivial Pursuit Pop-Tarts in print ads, in-store marketing and online at PopTarts.com.
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