Sandbox Marketing wraps a GRRRRREAT! Kelloggs Tiger Power Tour

TIGER POWER™ Triathlon Travels to Zoos Across the Country, Combining Physical Activity, Food, and Fun, While Highlighting Benefits of Calcium, Protein and Fiber.

BATTLE CREEK, Mich. – Kellogg Company (NYSE:K) and Time Inc.’s Parenting magazine today announced they have hired Sandbox Marketing and The Gelfand Group to produce the TIGER POWER™ Triathlon – a five-city event to help educate parents and children about the importance of leading a healthy and active lifestyle. Held at major zoos in Fort Worth, Baltimore, Chicago, San Francisco and Los Angeles, the TIGER POWER™ Triathlon presented by Kellogg Company and Parenting magazine provides fun and games that encourage physical activity and highlights the “kid-critical” benefits of Kellogg’s Tiger Power as a good source of calcium, protein and fiber.

Beloved cereal icon Tony the Tiger will be on hand at each event as kids navigate their way through the TIGER POWER™ Triathlon obstacle course, featuring physical challenges including the Protein Pedal, Calcium Climb & Crawl, Whole Wheat Wiggle Weave, and a Balanced Breakfast Beam. Moms and dads are invited to relax in the Parenting lounge and learn about the role Kellogg’s Tiger Power plays in helping kids get the important nutrients their bodies need for growth. Participants will each receive a sample of Kellogg’s Tiger Power, a Kellogg’s ‘Get in Step’ activity kit, a copy of Parenting’s TIGER POWER™ Backyard Summer Games guide, and a special finisher’s medallion for completing the course, while supplies last.

“The TIGER POWER Triathlon is about helping kids grow and teaching them the importance of being active while providing parents with the information they need to ensure their children are eating a wholesome diet,” said Jenny Enochson, senior director of marketing communications for Kellogg Company. “Tiger Power is a delicious and nutritious whole-grain cereal that kids will enjoy and parents can feel good about.”

“Parenting magazine is a natural partner for Kellogg,” said Jeff Wellington, Vice President and Group Publisher at The Parenting Group. “We both share the same mission — giving moms and dads the information they need to raise healthy and happy kids.”

The TIGER POWER™ Triathlon begins on Saturday, June 4 and runs for five consecutive weekends through July 2. The complete schedule is as follows:

10 a.m. – 6 p.m. on Saturday, June 4 at the Fort Worth Zoo

10 a.m. – 4:30 p.m. on Sunday, June 12 at the Maryland Zoo in Baltimore

10 a.m. – 6 p.m. on Saturday, June 18 at the Lincoln Park Zoo in Chicago

10 a.m. – 5 p.m. on Saturday, June 25 at the San Francisco Zoo

10 a.m. – 6 p.m. on Saturday, July 2 at the Los Angeles Zoo

For more information about the TIGER POWER™ Triathlon, visit or to learn more about Kellogg’s Tiger Power.


Parenting, with a guaranteed circulation of 2,150,000 and a readership of over 11 million, is the nation’s leading magazine for moms. It provides the emotional support and affirmation they want and the mom-tested information and ideas they can really use. Parenting is the flagship magazine of The Parenting Group, which includes the monthly Babytalk magazine and its siblings Babytalk First Months and Babytalk Mom-to-Be. The Parenting Group’s other extensions include: a sampling operation, First Moments; a website,; and a custom publishing unit. Taken cumulatively, Parenting Group properties deliver over 20 million consumer touchpoints each month. The Group is a division of Time Inc., a wholly owned subsidiary of Time Warner Inc.


With 2004 sales of almost $10 billion, Kellogg Company (NYSE:K) is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, meat alternatives, pie crusts, and ice cream cones. The company’s brands include Kellogg’s, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr’s, and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit Kellogg’s web site at

Sandbox Marketing co-produced the Kelloggs Tiger Power Tour with The Gelfand Group, Los Angeles, CA.

About Sandbox Marketing: Sandbox Marketing is a full-service event and sports marketing agency based in Laguna Niguel, CA with offices in Tustin, CA. Construction on the Sandbox started in 2001, Sandbox Marketing has more than 21 years of experience in entertainment, marketing, and brand-building—specializing in design and production, touring promotions and mobile marketing programs.

About The Gelfand Group: The Gelfand Group is a full-service event marketing and promotions firm based in Los Angeles. Launched in 2004, The Gelfand Group has more than 18 years of experience in entertainment, marketing, and brand-building—specializin

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