Battle Creek, Michigan-headquartered snacks and cereals colossus Kellogg has enlisted a host of globally famed Walt Disney characters to help hawk its brands across the planet.

The deal, value unstated, grants Kellogg exclusive global rights to characters such as those from recent movies such as The Lion King and Toy Story, alongside old favorites that include Micky Mouse, Winnie the Pooh and Peter Pan.

The characters will be incorporated into existing brands such as cereals, Eggo Waffles and Pop-Tarts, while from 2002 they will become integral to a raft of new products to be launched in the US before a global rollout.

The partnership will also see Kellogg ordained as “Official Sponsor of Breakfast” at Disney resorts and theme parks.

News source: Financial Times