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Atlantis Movie Becomes Kellogg's Cereal

(May 24, 2001 - by Atlantis: The Lost Empire is not just a movie anymore, it is now a cereal too, thanks to Kellogg's, which introduced the new cereal into stores this week.

Atlantis: The Lost Empire toasted oat cereal features a chocolate Atlantean alphabet that is revealed when added to milk.

In addition to introducing a new cereal, Kellogg's is putting hidden surprises into its other cereal brands. Atlantean Diving Water Toys are available in 25 million packages of Kellogg's Rice Krispies, Apple Jacks, Smacks, Froot Loops and Kellogg's Frosted Flakes. When baking powder is added, the Atlantean water toys dive and surface; providing bath-time interactivity.

"Kellogg is proud to be the first morning foods company to partner with Disney and to bring a Disney-licensed cereal product to kids nationwide" said Kevin Smith, senior vice president of marketing services, Kellogg USA. "Our partnership with Disney and Atlantis: The Lost Empire is an important extension of our ongoing commitment to bring fun to breakfast."

A "Search for the Journal - Atlantis: The Lost Empire," prequel CD-ROM mail-in offer appears on 75 million Kellogg's cereal packages. Using the Atlantean decoder, kids can translate the message on pieces of "The Shepard's Journal," assemble four decoded pieces to complete the journal; and mail along with the CD-ROM order form to claim their Atlantean prize.

There are also three million "Search for the Journal" CD-ROMs being distributed directly on packages of 19.5 ounce Kellogg's Corn Pops cereal.

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