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Kellogg Celebrates Star WarsBy 'Fueling the Force'

Kellogg's global Star Wars promotion got a lift this week with the premiere of Star Wars: Episode III Revenge of the Sith. The promotion features Star Wars characters, cast members and promotional items and giveaways across virtually all of Kellogg's brands, on more than 200 million product packages from April to June 2005. Kellogg is supporting the new products and special promotions through television and print advertising as well as Star Wars retail merchandising displays.

Kellogg's products include limited-edition Star Wars cereal, Star Wars Pop-Tarts toaster pastries, Star Wars fruit snacks and Star Wars Fudge Shoppe cookies. Kellogg is anticipating its promotional merchandise, such as R2-D2 cereal bowls, light-up SaberSpoons and limited-edition Star Wars character cookie jars, to become instant collector's items.

"The impact of Star Wars has hit millions of people worldwide, so we created a promotion that is truly global in scale," said Kevin Smith, senior vice president marketing services, Kellogg Co., Battle Creek, Mich. "Excitement for Revenge of the Sith keeps building and through our new products and local promotions, Kellogg will bring that excitement to families and fans in more than 30 countries around the world."

"Kellogg has created some great ways for fans, families and kids to celebrate Star Wars," said Jim Ward, vice president of marketing and distribution for Lucasfilm Ltd. "In Revenge of the Sith, the Jedi lightsaber action is more thrilling than in any other Star Wars film, and the light-up SaberSpoons allow families to bring that excitement to their breakfast table."

Keebler Fudge Shoppe cookies celebrate "Star Wars" by featuring a limited-edition cookie with rich fudge stripes over a lava-red shortbread base Kellogg's Star Wars limited-edition cereal consists of toasted oat grains and features Star Wars-themed marshmallows, representing legendary characters such as R2-D2 and C-3P0, as well as the infamous lightsaber. The limited-edition Pop-Tarts feature "Lava Berry Explosion," a delicious wildberry filling.

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