Entertainment company DreamWorks SKG and consumer food products giant General Mills have announced a strategic worldwide promotional partnership.

The alliance will fully integrate DreamWorks movie properties with General Mills top brands, creating innovative promotions at retail. Through the partnership, the companies will be able to create unique, account-specific programmes and product offerings for retailers worldwide, says an official release.

The multiple-picture relationship will span several theatrical animated releases and home videos, including Sinbad: Legend of the Seven Seas and Shrek 2. Promotional programmes will be created for numerous food product categories. Marketing efforts will include television and print advertising; on-pack branding on hundreds of millions of products; and in-store support, the release adds.

General Mills is a leading global manufacturer and marketer of consumer foods products. Its global brand portfolio includes Betty Crocker, Pilsbury and Green Giant. DreamWorks SKG was formed in 1994 by Steven Spielberg, Jeffrey Katzenberg and David Geffen to produce live-action motion pictures; animated feature films, network, cable television programming; home video entertainment; records, books, toys, and consumer products.