US cereals giant Kellogg has struck a deal to launch a major interactive campaign in the UK through the Cartoon Network.

Worth £1m (US$1.56m), the deal sees long-term favourites such as Frosties' Tony the Tiger and Rice Krispies' Snap, Crackle and Pop superseded by Cartoon Network favourites including Johnny Bravo and the Powerpuff Girls.

The online campaign will launch next week at cartoonnetwork.co.uk/kelloggs and run for three months. The deal was negotiated by Broadmind, Mindshare's sponsorship consultancy, reported Revolution.

Meanwhile, the group is about to funnel £100,000 into developing its website for its Coco Pops cereal. The development work will more than double the amount of interactive content on the site.

Tom Newitt, brand manager for Coco Pops at Kellogg, told Revolution: "The use of new media for the brand is key. Traditionally kids would mail in letters or respond from promotions on the back of the box. But over the past three years, we have found that kids want to go online to communicate, as it is easier and more interesting for them."