2022 is Tony The Tiger's 70th anniversary and the Chinese Lunar Year of the Tiger. The Joester Loria Group, which represents Kellogg's for licensed merchandise in North America, and Pink Key Consulting, which represents the brand in Europe and other markets, have several new activations this year. 

American Eagle Outfitters teamed with Kellogg's Tony The Tiger to celebrate Year of the Tiger with a 24-piece collection of men's and women's apparel and accessories, and is featured in the retailer's shops throughout Asia and the Middle East Africa locations as well as online. 

Kellogg's has partnered with Enmotive for Tony The Tiger's GR-R-REAT Virtual Run. The virtual run allows fans nationwide to participate at any location, at any pace, inside on a treadmill or outside. The run kicks off late spring. 

A Kellogg's Frosted Flakes makeup collection will be launching with Glamlite this spring. 

Across Kellogg's portfolio of licensees, new Tony the Tiger merchandise will launch in 2022, including Funko for a Tony The Tiger Popsie, CLife for fashion tops, Odd Sox for hosiery, Textiss for boxers and Anonymous for streetwear. 

Pink Key Consulting has announced several Tony The Tiger DTR programs with fashion specialty retailers has launched for Year of the Tiger. These include CPS Chaps in Thailand and Cambodia, which has made a multi-category collection supported with social media, I.T. Apparel which has developed a collection with Hong Kong retailer CHOCOOLATE for Hong Kong, Macau, Taiwan and China, Hayman with a 15 piece collection which has launched in Hong Kong and H&M have included a Tony The Tiger sport-styled sweatshirt across the whole of Asia and online.