First Ever TONYMOBILE Coming To Motown
Mar 31, 2003
First Ever TONYMOBILE Coming To Motown

Kellogg Company Brings Breakfast Character History to Henry Ford Museum
BATTLE CREEK, Mich. - Motown will become "Tony town" in April, as Kellogg Company's first ever "character vehicle," the Tonymobile, visits the metro Detroit area. The 23-foot long, 13-foot high vehicle features a fiberglass body showcasing larger-than-life versions of Tony the Tiger, Toucan Sam, Dig'Em, and Snap! Crackle! and Pop!. It is in the area as part of a "Spot the Tonymobile" campaign in which radio stations award prizes to listeners who "spot" the unit around town. It will then be displayed at Henry Ford Museum, April 2-27.

"It's an honor for Kellogg to park our Tonymobile under the same roof as the legendary automobiles and artifacts of America's automotive history," said Kevin Smith, senior vice president, marketing services for Kellogg Company.

While visiting the Tonymobile, families will learn the history of six Kellogg characters and have an opportunity to meet Tony the Tiger in the museum's dining areas. Families will also be able to:

  • Learn about the evolution of Kellogg's cereal and cereal premiums;
  • See reproductions of the first cereal boxes for select brands;
  • Secure free admission for children 12 and under to the IMAX Theater by presenting three participating Kellogg's cereal box tops per child at the IMAX Theater ticket counter; and
  • Bring the characters home with free temporary-tattoos.

"Americans have been eating breakfast with Kellogg for nearly 100 years and we're thrilled to give parents and kids the chance to interact with the characters while experiencing Kellogg history," said Smith.

Also during April, Kellogg will sponsor field trips to the museum through Henry Ford Museum's SmartFun program. Area school children are encouraged to visit the museum free of charge by collecting three participating Kellogg's cereal box tops per student. For more information on the SmartFun program visit

The Tonymobile, designed by Prototype Source in Santa Barbara, CA, is a fiberglass-bodied vehicle that weighs 9,500 pounds, runs at 285 horsepower and features a Vortec, V-8 engine.

Through July, the Tonymobile will travel to various locations in Detroit and Chicago. It will make stops at: museums, zoos, special events and some retail locations. Visit for more details and specific locations.

About Kellogg Company

With 2002 sales of $8.3 billion, Kellogg Company (NYSE: K) is the world's leading producer of cereal and a leading manufacturer of convenience foods such as cereal bars, frozen waffles, toaster pastries, cookies, and crackers. The company also produces natural and vegetarian foods.

Founded in 1906 and dedicated to providing nutritious, good-tasting foods, Kellogg has manufacturing facilities in 19 countries and sells its products in more than 180 countries. Kellogg brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Nutri-Grain, Cheez-It, Morningstar Farms, and Kashi. For more information, visit Kellogg's web site at