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In Four Years, Kellogg Company Becomes One of World’s Top 100 Leading Licensors
Jun 8, 2004
In Four Years, Kellogg Company Becomes One of World’s Top 100 Leading Licensors

BATTLE CREEK, Mich. - At L!CENSING 2004 International, Kellogg Company announced plans to continue leveraging its status as one of the most recognized brand names in the world through an expanded licensing program. The company will build on its success by reaching beyond the cereal and snack food aisles with licensing initiatives in the toy, apparel, entertainment, house wares, publishing, and food categories.

“In the last four years, Kellogg has attracted top tier licensees, propelling us into the ranks of the world’s top 100 leading licensors,” said Kevin Smith, senior vice president marketing services, Kellogg Company. “As we move forward, expect Kellogg to build on our successes, identify new partners, and increase opportunities for consumers to interact with Kellogg’s characters and trusted brands.”

Kellogg has more than 100 licensees worldwide, including, Hasbro, Houston Harvest and The Jel Sert Company. Licensed products Kellogg will feature at L!CENSING 2004 International include:

  • Self Esteem T-shirts: Tony the Tiger, Toucan Sam, Dig ‘Em, and Snap! Crackle! Pop! are featured on a line of retro-themed t-shirts for teens that are available at retail outlets nationwide, including major department stores, specialty chains and boutiques.
  • Easy-Bake Kellogg’s Rice Krispies Snack Shoppe: Through an agreement with Hasbro, Inc., a worldwide leader in children’s and family leisure time entertainment products and services, the Snack Shoppe lets kids make Rice Krispies Treats in minutes without heat.
  • Tony the Tiger and Friends: Kellogg continues its partnership with Tanglewood Family Entertainment, Inc., bringing its popular live production show featuring Kellogg’s characters to festivals across the country.
  • Fudge Shoppe Fudge Pops: Kellogg partnered with The Jel Sert Company, the number one manufacturer of freezer pops, to bring Fudge Shoppe Fudge Pops to grocery stores and retail outlets nationwide.

With 2003 sales of nearly $9 billion, Kellogg Company (NYSE: K) is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, meat alternatives, pie crusts, and ice cream cones. The company’s brands include Kellogg’s, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr’s, Plantation, Ready Crust, and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit Kellogg’s web site at

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