Global Alliance Includes Disney Consumer Products, Theme Parks and Resorts, and an Array of Promotional Initiatives Consumers will be “Waking Up with Magic” at breakfast thanks to a new global, multi-year corporate alliance announced yesterday by The Walt Disney Company (NYSE:DIS) and Kellogg Company (NYSE:K).

Kellogg, the world’s leading producer of cereal, will have exclusive rights to develop and market co-branded Disney/Kellogg breakfast foods based on beloved Disney characters. Kellogg also will join an elite group of sponsors at Disney’s theme parks and resorts, becoming the “official sponsor of breakfast” at Walt Disney World, Disneyland Resort and Disneyland Paris.

Kellogg’s breakfast foods will be featured at select “character breakfasts” and sold at restaurants located at the theme parks and resorts.

Mickey Mouse and Friends, Winnie the Pooh, the Disney Princesses and characters from “The Lion King,” “101 Dalmatians” and “Peter Pan,” as well as everybody’s favorite space hero, Buzz Lightyear, his cowboy pal Woody and other characters from Disney/Pixar’s Toy Story, will be the stars of an innovative and entertaining new assortment of breakfast foods that will include ready-to-eat cereals, Pop-Tarts toaster pastries and Eggo waffles.

These exciting new offerings, which will enable children to enjoy engaging, wholesome foods and the magic of Disney’s characters, are targeted for worldwide distribution, beginning with the U.S. rollout in 2002.

In addition, Disney and Kellogg will co-develop a wide range of promotional programs by combining the broad reach of Disney’s myriad entertainment properties, including film, television and theme parks, with Kellogg’s exclusive character rights.

“Disney magic will add even more excitement for Kellogg brands,” said Carlos M. Gutierrez, chairman and CEO of Kellogg Company. “This alliance unites two of the world’s most recognized and admired family-focused brands and offers years of unprecedented opportunities.”

Said Bob Iger, president and COO of The Walt Disney Company, “By combining Disney’s powerful content with the quality and equity of the Kellogg’s brand, we will bring innovative products to the breakfast tables of families across the globe.”

Kellogg Company is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, wholesome snacks, veggie foods, pie crusts and ice cream cones.

The company’s brands include Kellogg’s, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr’s, Plantation, Ready Crust, and Kashi.

Kellogg products are manufactured in 19 countries and marketed in more than 160 countries around the world. For more information, visit Kellogg’s Web site at

Pixar Animation Studios (Nasdaq:PIXR) combines creative and technical artistry to create original characters and stories in the medium of computer animation.

Under its partnership with Disney, Pixar and Disney have created and produced the first computer-animated feature film, the Academy Award®-winning “Toy Story,” released in 1995; “A Bug’s Life,” the highest grossing animated film released in 1998; and Golden Globe-winner “Toy Story 2,” the highest domestic grossing animated film released in 1999.

The Northern California studio is currently in production on “Monsters Inc.,” scheduled for release on Nov. 2, 2001, and “Finding Nemo,” scheduled for a summer 2003 release.

The Walt Disney Company is a diversified, international family entertainment and media company whose operations include theme parks and resorts, filmed entertainment including motion pictures and television shows, home video products, records, consumer products, a cruise line, radio and television stations, broadcast and cable networks, Internet offerings, publishing activities and professional sports enterprises. Disney owns ABC Inc.

Founded in 1923 by Walter E. Disney and his brother Roy O. Disney, The Walt Disney Company generated revenues of $25.4 billion in 2000. It employs more than 110,000 people worldwide.