Childhood is Calling: As Part of the Launch of Operation Spark, Rice Krispies® Releases New 'Everyday Play' Report Offering Expert Advice for Parents on Connecting With Kids
PRNewswire-FirstCall
BATTLE CREEK, Mich.
(NYSE:K)

BATTLE CREEK, Mich., May 3 /PRNewswire-FirstCall/ -- Experts agree: play is more important than ever. In an effort to help facilitate connections between moms and kids, Kellogg's® Rice Krispies® released the "Everyday Play" report offering expert insights on the importance of play and simple tips to add quality to the time parents spend with their children. This valuable new resource is now available to parents on the Rice Krispies® Web site, http://www.childhoodiscalling.com/.

Operation Spark, a new educational initiative from Rice Krispies® devoted to providing moms with simple ways to meaningfully connect with their kids, was created in partnership with Playing for Keeps, a national nonprofit organization dedicated to promoting parent-child connections through play. As part of the project, Rice Krispies® commissioned a survey that found that parents want to find more ways to spend quality time with their kids, citing time, energy and creative resources as the biggest barriers to doing so.

"Given what parents are telling researchers about what they need and how they feel about spending quality time with their kids, this report will be a terrific resource for parents," said Susan J. Oliver, executive director, Playing For Keeps. "Parents can learn ways to make the most of the time they have with their children, along with simple tips on connecting with their kids they can start using immediately."

The State of Play Today

The Operation Spark "Everyday Play" report details advice on connecting with your kids gathered from a recent panel discussion among renown parenting experts at the Children's Museum of Manhattan. The Operation Spark expert panel includes:

   -- Dr. Lawrence Cohen, psychologist specializing in play and author of
      Playful Parenting

   -- Ralph Covert, kids rockstar and creator of Ralph's World

   -- Mimi Doe, best-selling author and nationally recognized parenting
      expert

   -- Donna Erickson, author of Fabulous Funstuff for Families and host of
      PBS's "Donna's Day"

   -- Susan J. Oliver, executive director of Playing For Keep

   -- Bonnie Ulman, co-author, Trillion Dollar Mom$


  Some sample insights from the "Everyday Play" report include:

   -- Kids learn more by playing than they will ever learn from flash cards
      or drills.

   -- The benefit of play is as important to moms and dads as it is for
      children.

   -- Parents realize the importance of play, but the societal trend is
      moving toward cutting out play in lieu of scheduled educational
      activities.

   -- There are countless ways to weave connectivity with kids into your
      daily routine.

   -- Parents don't have to be incredibly crafty to connect with their kids
      through play.

"Rice Krispies has always stood for connecting moms and kids," said Tamara Howe, brand manager, Rice Krispies®. "We are thrilled that our Web site, ChildhoodisCalling.com, is evolving into a stronger resource for parents who want to find more ways to connect with their kids," said Howe.

For more information on Operation Spark, advice from the experts, as well as tips on how to better connect with your kids, visit http://www.childhoodiscalling.com/.

About Playing For Keeps

Playing for Keeps is a national, not-for-profit organization founded in 1999 that exists to help bridge the gap between what researchers have learned about play and what parents and professionals who impact kids' lives on a day- to-day, hour-by-hour basis need to know to help nurture our precious children to their full potential. We are driven by our mission of improving outcomes for children through increasing their access to healthy play.

About Kellogg Company

With 2006 sales of almost $11 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, fruit snacks, frozen waffles and veggie foods. The company's brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Special K, 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 the company's Web site at http://www.kelloggcompany.com/.

SOURCE: Kellogg Company

CONTACT: Allison Costello of Ketchum, +1-412-456-3741,
allison.costello@ketchum.com

Web site: http://www.childhoodiscalling.com/
http://www.kelloggcompany.com/

Company News On-Call: http://www.prnewswire.com/comp/483375.html