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The Kellogg Company: True to It, Not New to It

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Licensing has given a historied brand like The Kellogg Company further reach beyond the supermarket.

The Kellogg Company is a brand that has helped make memories around the family table for more than 125 years. It has been part of the cultural fabric that extends beyond the kitchen table. The company, launched in Battle Creek, Mich., has an impact that is multi-generational and international. Of course, most of us know its mascots and catchphrases by heart (Frosted Flakes’ Tony the Tiger and “They’re GR-R-REAT!” is burned into our collective memory). Kellogg can be found everywhere, from Eggo as a part of the “Stranger Things” mythos to its multi-year sponsorships in the Olympics.

Since signing with The Joester Loria Group, The Kellogg Company has pumped up an already vibrant brand with strategic extensions and collaborations while staying true to its legacy.

Kellogg and Crayola have recently teamed up to create a Jazzberry Cereal box with a color-able design on the front, back and side panels. Each unlocks a free and exclusive digital pet in Crayola’s “Scribble Scrubbie Pets” app. 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.” A collaboration with Roy Lowe & Sons in the U.K. for a line of vintage Kellogg’s socks earned the company an award at the Brand & Lifestyle Licensing Awards 2020.

For The Kellogg Company, this is part of their consumer-facing approach not just in licensing but also for every company factor.

“We put a ton of energy and thought into a whole new consumer-centric approach in everything we do, you’ll start to see that manifest in the way we design our apparel with our partners, and we’ll also see that in how we make our branded foods come to life,” says David Lee, senior director, global licensing and partnerships, The Kellogg Company. “We’re reaching out to them in ways that we think we can resonate in ways that we think are fresh, that we think we that are relevant.”

Want to learn more? Check out the June issue of License Global, out now!

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