Thursday, March 04, 2021

ViacomCBS, Kellogg Partner for 'Baby Shark' Cereal in the U.K.

Not content with getting stuck firmly in your head, Baby Shark could be swimming in your breakfast bowl thanks to a new partnership between ViacomCBS Consumer Products UK and Kellogg’s for the launch of the Baby Shark Multigrain Cereal!

ViacomCBS Consumer Products UK has secured its first ever deal in the UK and Ireland with Kellogg for Baby Shark’s Big Show! – launching Baby Shark Multigrain Cereal!

The shark-shaped toffee-flavoured multigrain breakfast cereal – with no artificial flavours or colours – is available at Tesco, Sainsburys, Asda and Aldi now.

Kellogg's previously partnered with ViacomCBS Consumer Products to launch PAW Patrol cereal.

The news follows ViacomCBS Networks Africa (VCNA) and Kellogg's teaming up to release Kellogg's Baby Shark Froot Loops cereal in the region in September 2020.

“Baby Shark has proven itself to be both a YouTube phenomenon and an IP that translates into award winning toys and consumer products programs. We’re thrilled to be entering into this new deal with Kellogg’s which is the first of many in the food and beverages category,” said Venetia Davie, vice president, ViacomCBS Consumer Products UK & Ireland.

Olga Kondratyeva, brand manager at Kellogg’s, added: “We are delighted to be working with ViacomCBS on the exciting launch of Baby Shark Multigrain Cereal. “We know Baby Shark is a catchy tune that has captured the hearts of many families and we hope our new cereal will do the same.”

In additional news, ViacomCBS and Nutmeg have launched a brand new Baby Shark baby clothing range at Morrisons! The apparel collection spans sleepsuits and hats, shirts, pyjamas and briefs.

Baby Shark launched on YouTube in November 2015 and took the world by storm, amassing 7.7 billion views and becoming the most-watched video in the platform’s history. With music, characters, story and dance all combined, the song has been recognised as the only diamond awarded children’s single in the Recording Industry Association of America (RIAA) Gold & Platinum Program history and spawned a viral phenomenon #BabySharkChallenge, generating over one million cover videos around the globe.

Pinkfong’s Baby Shark, now an established brand, has experienced instant success across multiple touch points, including UK retail aisles. Through a partnership with SmartStudy, the global entertainment company behind the beloved children’s brand, Pinkfong, ViacomCBS Consumer Products has been managing licensing globally outside of Asia since October 2019.

Through a partnership with Pinkfong, ViacomCBS Consumer Products has been managing licensing globally outside of Asia since October 2019.

Baby Shark’s Big Show! is set to premiere on Nickelodeon USA on Friday, March 26, at 12:30 p.m. (ET/PT). New episodes will continue to rollout on Nickelodeon and Nick Jr. channels internationally beginning in May.

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