The first fruits of a global marketing deal between food giant Kellogg Company and Walt Disney Company will be a range of cereals based on the media mammoth’s Mickey Mouse, Winnie the Pooh and Buzz Lightyear characters.

To be launched in the latter half of 2002, the new brands will hit shelves in thirty markets, concentrated in Europe. They will go by the names of Mickey’s Magix (marshmallows and oat stars that apparently turn the milk blue); Hunny Bs (shaped like honeypots, bees and the letter ‘B’); and Buzz Blasts (flying saucers).

Forged last year [WAMN: 01-Nov-02], the alliance between the two companies allows Kellogg to use a variety of Disney’s animated characters to create new products and enhance existing ones. New waffle and cookie brands are also expected.

Data sourced from: BrandRepublic (UK); additional content by WARC staff