Kellogg’s, LEGO to Sponsor Noggin

Nickelodeon’s commercial-free preschool outlet, Noggin, has inked its first corporate sponsorship deals with cereal king Kellogg’s and toymaker LEGO, according to Daily Variety.

The week of Jan. 26, Connie the Cow will be bookended by bumpers for Kellogg’s Mud & Bugs cereal, while Noggin’s Storytime will feature billboards for LEGO Explorer.

NOGGIN, a joint venture between Nickelodeon and Sesame Workshop, airs programming 12 hours a day, seven days a week and is available on digital cable and satellite. Offerings include Blue’s Clues and Sesame Street, along with new original series like Oobi and Tweenies.