BATTLE CREEK, Mich. -- Movie licenses can be a powerful marketing tool, but in today's cluttered store environment, how does one license stand out from the rest? That was the question Kellogg Co. here had to answer when it sponsored the film "Dr. Seuss' The Cat in the Hat" from Universal Pictures/DreamWorks Pictures/Imagine Entertainment. The company, which has been partnering with the film industry since the 1950s, launched limited-edition "Dr. Seuss' The Cat in the Hat" cereal and ...

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