US cereal maker Kellogg is to bring back its limited edition Spider-Man toasted oat cereal and Spider-Man Pop-Tarts toaster pastries in time for the US release of Spider-Man 2 on 30 June.

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The company’s partnership with Sony/Columbia Pictures is Kellogg’s first global theatrical promotion, according to Kevin Smith, senior vice president marketing services at Kellogg, who added that the company’s Spider-Man 2 local promotions and products would reach 180 countries around the world.


When introduced in 2002 with the first Spider-Man movie, Kellogg’s Spider-Man cereal and Pop-Tarts sold out during their first run in the US. The company said it expects their return to be just as popular.

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