CREATURE FEATURES

The supermarket has become a breeding ground for dinosaurs.

companywide promotion centered on "The Lost World" that includes several limited-time new products, such as Jurassic Park Crunch cereal, Better Crocker Dinosaur Party frosting, and Betty Crocker T-Rex Fossils premium brownie mix, said Pam Becker, a company spokeswoman.

In addition, there are "Lost World" tie-ins and promotions to cereal and other products in the General Mills line-up, including dinosaur spoons inside cereal boxes.

And dinosaurs aren't the only creatures being featured in supermarkets these days. Comic-book icons are also making appearances. Kellogg Co., Battle Creek, Mich., has for a limited time redesigned five of its children's cereal varieties with the images of heroes and villains from the new "Batman and Robin" movie. Batman action packs, which include comic books and a poster of the movie's main characters, can be ordered in specially marked packages in four of its cereal varieties.

In addition, vouchers that discount admission to Six Flags Theme Parks are being offered on 13 Kellogg cereal varieties.

Though other cereal companies SN contacted said they're not using movie licenses, they have notable programs for the summer. For instance, White Plains, N.Y.-based Post Co., a division of Kraft Foods, is celebrating its centennial anniversary with a campaign to raise money for Second Harvest, the largest food bank in America.

Quaker Oats Co., Chicago, declined to comment.