Hey kids! Wake up with DreamWorks!

The Reeler had heard that the gang over at DreamWorks Animation was playing it cool about the new Wallace and Gromit movie, lest it once again wake up the snarling dogs at the SEC with its cutesy blend of corporate powerhouse (Good news: "Madagascar took in $60 million this weekend!") and mom-and-pop small-business ineptitude (Bad news: "Madagascar took in $60 million this weekend!").

But if you needed less abstract proof that Katzenberg and Co.'s Ritalin finally kicked in, look no further than David Cohen's item in today's Variety explaining the new partnership between DW Animation and cereal giant Kellogg's:

Starting in 2006, [the Kellogg Company] will have exclusive worldwide rights to DreamWorks projects in cereals, toaster pastries, cereal bars and fruit-flavored snacks, and exclusive U.S. rights for pancakes, waffles, cookies and crackers. …

Kellogg will market the DreamWorks-themed products on television, online and in stores around the world, and will create themed products with DreamWorks characters.

Well, three cheers for synergy, I guess. But while the deal gives the duo plenty of time to develop green-hued Shreggos in time for Shrek 3's May 2007 roll-out, it begs the question: Does this mean Kellogg's is kicking Disney out of bed? Will I no longer be able to blog in my jammies whilst throwing down bowl upon bowl of Pooh-influenced Hunny B's? I mean, call me old-fashioned, but MadagasCorn Flakes or Donkey Tarts or whatever just are not the same.