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.
The partnership marks the first deal between the two in the UK and Irish markets for the popular pre-school property, Baby Shark’s Big Show. The multigrain breakfast cereal – with no artificial flavours or colours, and presumably no real sharks – is now available across Tesco, Sainsburys, Asda, and Aldi.
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.
“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.”
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.
In the UK, its TV animated series ‘Baby Shark’s Big Show!’ will be released on Nick Jr. later this year.