Kellogg Co., Battle Creek, MI, pals with Cartoon Network, Atlanta, for the second year on a back-to-school push. Toon Up for School puts Toon stickers inside eight Kellogg cereals; Keebler runs an instant-win, in-pack game giving award Toon-related prizes. Game pieces show a "class schedule" (with "Cartoon Cartoon" characters) to show winners what "class" they're in and what prize they've won. All pieces carry a code for free online content at toonupforschool.com.
School bus P-O-P displays show The Powerpuff Girls, Johnny Bravo, and Dexter's Laboratory. Keebler's on-pack pitch offers Powerpuff Girls, Johnny Bravo, and Ernie Keebler bobbleheads by mail for $6 and two proofs. DraftWorldwide and Zipatoni, both Chicago, handle Kellogg and Keebler brands, respectively.
