Australia-based Haven Licensing is taking the Hi-5 preschool property to new heights thanks to a June partnership with Kellogg, one of Australia’s most coveted kid promo partners.

The musical live-action preschool show described as ‘The Spice Girls meet the Wiggles’ will be touted on 1.2 million packs of Rice Bubbles (the Aussie version of Rice Krispies) via a competition offering winners the chance to have breakfast with the show’s cast members. One thousand prize packs offering Hi-5 licensed merch will also be on offer, with extensive in-store signage, P.O.P. and a 30-second national TV spot supporting.

During the four-week promo, Hi-5 will also gain exposure through a series of live concerts supporting the Australian Kids Help Line. All proceeds will go to the Kellogg-supported volunteer organization, which will also receive promotional support at the shows.

Haven GM Yvonne King says that hooking Kellogg was a real coup because the company accounts for about 65% of the annual ad spend in the Aussie breakfast foods category. Of the two remaining major cereal players Down Under, Sanitarium (a Seventh Day Adventist-owned packaged goods company) accounts for about 21% of the breakfast ad spend, with Uncle Toby’s picking up about 12%.

Other promo activity underway at Haven includes ongoing TV spots for Target’s exclusive line of glittery, funky Hi-5 fashion wear for preschoolers (featuring pint-sized versions of the actual costumes worn by the show’s cast), and a promo for Sanitarium’s Peanuts brand peanut butter, which kicked off in 400 Coles supermarkets across Australia late last month.