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Kellogg Aims to Revive Frosted Flakes by Stoking Dads’ Nostalgia

  • Company creates ‘newly relevant’ animatronic Tony the Tiger
  • Cereal giant is trying to rebound from years of sales declines

Kellogg Co., struggling with a moribund cereal business, is looking to dads to help boost one of its top brands.

The largest U.S. cereal maker is rolling out a new campaign for Frosted Flakes aimed directly at fathers, rather than the moms that typically make shopping decisions. The company also is targeting “tweens,” a group it pegs at 9 to 14, which might not be familiar with its longtime mascot. As part of the pitch, Kellogg has a new animatronic Tony the Tiger -- developed with help from Jim Henson’s Creature Shop -- that’s making its debut Thursday in New York.