The Rugrats are at it again -- posing with milk mustaches that is -- to show their fans that milk is an important part of growing up big and strong.

The newest milk mustache ad features the likes of Chuckie and Tommy and debuts in the October issue of Nickelodeon GAS -- Games and Sports for Kids magazine. The ad copy reads:

"Chuckie, why do you think they call 'em growed-ups? Want your kids to grow? The calcium in milk helps your bones grow strong. So

give them a tall glass. Then move the cookie jar to the next shelf."

The Rugrats' second ad debuts in conjunction with Child Health Month in October to help raise awareness about the current calcium crisis. Launching at the same time as a team education effort between the National Institute of Child Health and Human Development (NICHD) and the National Dairy Council to reach doctors, the ad hopes to reach parents and kids nationwide with the "Get Up and Grow" program, communicating important nutrition information. The Rugrats have a busy fall as they help promote the benefits of milk for kids through a new ad and also star in a new movie, "Rugrats in Paris - The Movie," which opens in theatres nationwide November 17, 2000.

"It is alarming that 70 percent of young girls ages 6 to 11 and 60 percent of young boys ages 6 to 11 fail to meet the current calcium recommendations," said Linda Racicot, executive vice president of domestic marketing for Dairy Management Inc(TM). "These kids are missing out on the calcium they need during a crucial bone growth phase."

According to the National Academy of Sciences, children 4 to 8 years old need at least 800 mg of calcium a day, which can be met by drinking at least three 8-ounce glasses of milk a day. Children 9 to 18 years old need at least 1,300 mg of calcium a day, which can be met by drinking at least four 8-ounce glasses of milk a day.

"With hectic lifestyles, kids these days tend to reach for nutrient-void sodas or juice drinks rather than nutrient-rich milk and are therefore short-changing their health," said Kurt Graetzer, CEO of the Milk Processor Education Program. "They are missing out on the calcium needed to help grow strong bones."

"Rugrats in Paris - The Movie," which opens in theatres nationwide November 17, 2000, features all the Rugrats' faces audiences know and love. It also welcomes some new characters as the Rugrats go on an exciting and heartwarming overseas adventure to Paris. The big adventure turns out to be more than glamour, fashion, and cheese. As the Rugrats' travels take them from the Eiffel Tower to Notre Dame and everywhere in between, the world's favorite babies learn new lessons about courage, loyalty, trust and above all, true love. The film is based on the incredibly successful "Rugrats" series that depicts life from a baby's point of view.

"Rugrats in Paris - The Movie," is the fifth collaboration between Paramount Pictures and Nickelodeon Movies. The film is produced by Arlene Klasky and Gabor Csupo, creators with Paul Germain of the critically acclaimed, top-rated series, through their company, Klasky Csupo Inc. It is directed by Stig Bergqvist and Paul Demeyer, and written by J. David Stem & David N. Weiss and Jill Gorey & Barbara Herndon and Kate Boutilier. Celebrity voices in prominent roles include Susan Sarandon, John Lithgow and Debbie Reynolds. The film will continue to feature voice talent from the series and "The Rugrats Movie" including E.G. Daily, Christine Cavanaugh, Cheryl Chase and Kath Soucie.

For more information on the benefits of drinking milk and the latest milk mustache celebrities, log on to

The 'got milk?®' milk mustache campaign is jointly funded by the nation's fluid milk processors and America's dairy farmers. The multi-faceted campaign was initiated to educate consumers and correct misconceptions about milk. A series of educational brochures for consumers is available by visiting the milk Web site at 'got milk?®' is licensed by Dairy Management, Inc.(TM) (DMI) and the National Fluid Milk Processor Promotion Board. DMI and state, regional and international organizations manage the American Dairy Association®, the National Dairy Council® and the U.S. Dairy Export Council®. The MilkPEP program was developed under the guidance of the National Fluid Milk Processor Promotion Board, an organization funded by U.S. milk processors. "got milk?®" was created and is owned by the California Milk Processor Board.

Paramount Pictures is part of the entertainment operations of Viacom Inc., which is one of the world's largest entertainment and media companies, and a leader in the production, promotion, and distribution of entertainment, news, sports, and music.

Nickelodeon Movies is the feature film development and production division of Nickelodeon which produces movies for kids and their families in association with its sister Viacom company, Paramount Pictures. Nickelodeon Movies was created in 1993 to extend the kid-oriented story sensibility and marketing approach that has made Nickelodeon the number one kid brand in all of television programming to theatrical feature films aimed at kids and their families. The goal of Nickelodeon Movies is to develop and produce several types of films, which include star-driven family event movies, kids first movies and animated features, all of which bring extraordinary events, characters and situations into everyday contemporary life. Nickelodeon Movies released to date include: "Harriet the Spy," starring Rosie O'Donnell, "Good Burger," a comedy featuring Kenan Thompson and Kel Mitchell, stars of the Nickelodeon sketch comedy series "All That," "The Rugrats Movie," which grossed more than $150 million worldwide and the live action, sleeper hit "Snow Day," which grossed $61 million at the domestic box office. Nickelodeon Movies' next feature film is "Rugrats in Paris - The Movie" which opens November 2000. Nickelodeon, Nickelodeon Movies and all related titles, characters and logos are trademarks of Viacom International Inc.