ViacomCBS Consumer Products U.K. announced its first-ever deal in the U.K. and Ireland with Kellogg for "Baby Shark" multigrain cereal, timed with the launch of "Baby Shark's Big Show,"
The shark-shaped multigrain breakfast cereal with no artificial flavors or colors is available now at Tesco, Sainsbury's, Asda and Aldi.
"' Baby Shark' has proven itself to be both a YouTube phenomenon and an IP that translates into award-winning toys and consumer products programs," says Venetia Davie, vice president, consumer products, U.K. and Ireland, ViacomCBS. "We're thrilled to be entering into this new deal with Kellogg's, which is the first of many in the food and beverages category."
"Baby Shark" launched on YouTube in Nov. 2015 and has amassed 7.7 billion views to become the most-watched video in the platform's history. The "Baby Shark" song is the only diamond awarded children's single in the Recording Industry Association of America Gold & Platinum Program history and spawned a viral phenomenon #BabySharkChallenge, generating more than 1 million cover videos around the globe.
In the U.K., the TV animated series "Baby Shark's Big Show!" will be released on Nick Jr. later this year.
"We are delighted to be working with ViacomCBS on the exciting launch of 'Baby Shark' Multigrain Cereal," says Olga Kondratyeva, brand manager, Kellogg's. "We know 'Baby Shark' is a catchy tune that has captured the hearts of many families and we hope our new cereal will do the same."