ViacomCBS teams with Kellogg for Baby Shark cereal

Shark-shaped multigrain breakfast cereal now available at Tesco, Sainsbury’s, Asda and Aldi.

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 multigrain breakfast cereal – with no artificial flavours or colours – is available at Tesco, Sainsburys, Asda and Aldi now.

“Baby Shark has proven itself to be both a YouTube phenomenon and an IP that translates into award winning toys and consumer products programmes,” said Venetia Davie, vp, ViacomCBS Consumer Products UK & Ireland. “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.”

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.”

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.

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

In the UK, animated TV series Baby Shark’s Big Show will launch on Nick Jr later this year.

Want to read more news like this? Simply sign up to our daily digest in the box below. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

MORE NEWS
RBPyjamas500x500
 
Brands including Hey Duggee, Bing and Baby Shark among others feature in the new pyjama range....
MiffyConverse500x500
 
Pop Trading Company combines two classics as Miffy meets the Converse Jack Purcell Pro....
StoryhouseCoco500x500
 
The company has acquired magazine rights for the fast growing Moonbug preschool brand....
POCEarthDay500x500
 
Initiative will see one tree planted for every person who joins Products of Change in April and May....
MagicMark500x500
 
Marc Ollington joins in new role which has been created to build on the continued growth of the company....
VayyuPeanuts500x500
 
New line with luxury eco-sustainable lifestyle brand will feature designs by fashion students from a UK university....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.