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THE BIZ
Walt Disney Records this summer plans to build on the entertainment conglomerate's continuing Kellogg relationship in a back-to-school, on-- pack promotion with custom-made CDs on nine million Winnie the Poh, Mickey Mouse and Buzz Lightyear cereals,split evenly between the three.
"We're doing three million Mickey, three million Pooh and three million Buzz," said Laura Rabney the record unit's recently promoted promotions manager. "They're exclusive CDs that we put together for Kellogg. They're free on the box"
But the cereal-- maker's Mickey's Magix, Hunny B's and Buzz Blasts brands will not be carrying a typical free teaser music item. "It's custom-- made for Kellogg, Rabney said."They all run about 10 minutes, so they're longer than a typical sampler."
The song-and-- story CDs include back-of-wrapping $2-off coupons for four regular Disney CDs, Rabney said, with each cereal carrying coupons corresponding to their particular character.
No TV is planned for the 34 month campaign. Disney's Buena Vista Pictures Marketing Group placed its Monsters, Inc. characters on Kellogg's Crispix last...