DreamWorks Deal Grrrrreat for Kellogg

Daily Variety reports that DreamWorks Animation and cereal juggernaut Kellogg Co. have entered into an exclusive, multi-year deal that will see characters from upcoming DreamWorks theatrical and home-video toon releases show up in commercials and on boxes at breakfast tables.

Kellogg will help promote DreamWorks projects with packaging for cereals, toaster pastries, cereal bars and fruit-flavored snacks. The pact also gives Kellogg exclusive U.S. rights to use the studio’s animated characters to sell pancakes, waffles, cookies and crackers.

In addition to Shrek 3 and a direct-to-video Puss In Boots spin-off, DreamWorks Animation is working on its third Aardman collaboration, Flushed Away, which will share the 2006 schedule with Over the Hedge, based on the comic strip by Michael Fry and T. Lewis. Recently announced projects for 2008 are Kung Fu Panda, starring the voice of Jack Black (Shark Tale), and Madagascar 2.

Also in development as possible DreamWorks franchises are adaptations of Cressida Cowell’s children’s book How to Train Your Dragon and the Warren monster hunter comic-book series Rex Havoc, as well as an alien invasion comedy with a twist titled It Came From Earth! and Route 66, a romantic comedy/road movie involving roadside attractions.