General Mills, MaMaMedia Form Marketing Alliance

MaMaMedia Inc., a Web site for children, said it formed a joint marketing alliance with General Mills Inc. and its kid-targeted Fruit Snacks brands.

The alliance represents one of the first Internet advertising ventures targeting children 5 to 12 years old through constructive play activities on the Web and in print, MaMaMedia said. Financial arrangements were not disclosed.

Terms of the interactive promotional alliance will include Betty Crocker Fruit Snacks advertising in the fall issue of MaMaMedia Magazine and on the MaMaMedia Web site. As part of the agreement, MaMaMedia will be promoted on millions of boxes of Betty Crocker Fruit Snacks. The campaign begins this fall and will run through spring 1999.

“This promotional alliance provides General Mills with a uniquely interactive way to reach their fun-loving Fruit Snacks audience,” said Rebecca Randall, vice president of marketing and brand development for MaMaMedia. “Our Web site and print magazine provide the perfect vehicles to connect to an active community of kids, who are increasingly connecting to the Web as part of creative play time.”