Universal Pictures and Illumination have tapped global brands to launch a cross-promotional campaign in support of the new film, The Secret Life of Pets.
Krispy Kreme Doughnuts has partnered with General Mills’ Betty Crocker to create a new cake mix kit that incorporates the doughnut maker’s original glazed flavor.
Lucasfilm is collaborating with CoverGirl and Max Factor, Duracell, FCA U.S., General Mills, HP, Subway and Verizon to promote Star Wars: The Force Awakens.
General Mills has appointed the Atlanta-based agency Brand Licensing Team to represent its portfolio of brands including Green Giant, Betty Crocker and Cheerios.
General Mills has tapped Nifty Home Products to create a line of Betty Crocker-branded bakeware and cookware accessories that will debut at retail later this year.
Activision Publishing has extended its partnerships with General Mills and Crayola for its Skylanders brand and unveiled new "Trap Team" toys.
Activision teamed up with General Mills to launch its Skylanders brand into the food category for the first time.
Crayola and General Mills have joined the roster of more than 175 licensees for Activision Publishing Skylanders franchise.
WWE has teamed up with General Mills’ Totino’s Pizza Rolls brand in a new promotional partnership.
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