Childhood is Calling(TM): Creating Connections and Lifelong Memories

BATTLE CREEK, Mich., April 3, 2008 /PRNewswire/ -- "Johnny was walking at five months." "Suzy competes in spelling bees and she's only 3." For parents, the pressure to ensure their children have an edge can be intense. So, they fill their 4-year-old's day with cello lessons, soccer practice and play dates with the goal of making him smarter, stronger, more creative and advanced. But is this scramble to help kids get ahead in life really helping? Are parents and children missing out on the joys of childhood because they are always rushing from baseball game to beauty pageant?

In an effort to help parents savor those special moments with their kids, Kellogg's(R) Rice Krispies(R) cereal has released the Childhood Is Calling(TM): "Celebrating Kids Just Being Kids" report. The white paper offers expert and real-mom insight on the importance of letting kids just be kids and advice for families to find those simple moments of joy and connection.

The report was released as part of Operation Spark, an educational initiative from Rice Krispies(R) cereal devoted to providing parents with simple ways to meaningfully connect with their kids. It was created in partnership with Playing for Keeps, a national non-profit organization dedicated to promoting parent-child connections through play.

"In speaking to researchers, moms admit that they often push their kids too far and overschedule them to ensure that next developmental milestone," said Susan J. Oliver, executive director, Playing for Keeps. "The report helps parents to take comfort in knowing that every single moment doesn't have to be a teaching moment, and that some of the most valuable lessons that children learn are through self-directed, free play."

The Magic of Everyday Moments

The Childhood Is Calling(TM) report provides advice on celebrating the magic of childhood gathered from renowned parenting experts. The Operation Spark experts include:

    -- Dr. Lawrence J. Cohen, psychologist specializing in play and author of
       Playful Parenting, a parenting resource book offering an exciting
       approach to raising children

    -- Ralph Covert of Ralph's World, kids' rock star and creator of Ralph's
       World, a four-man, Grammy Award-winning, children's rock 'n' roll band

    -- Donna Erickson, author of Fabulous Funstuff for Families and host of
       PBS's "Donna's Day," a TV series designed to help parents and kids
       rediscover the simple joys of spending time together

    -- Susan J. Oliver, executive director of Playing for Keeps, a national,
       non-profit organization that promotes the importance of play

    -- Bonnie Ulman, co-author of Trillion Dollar Mom$ discussing how recent
       generational shifts have impacted the buying behaviors of today's
       mothers and moms-to-be

The Childhood is Calling(TM) report shares advice on creating and savoring special moments with kids:

    -- Making playtime part of the routine builds relationships with kids and
       helps them learn important skills such as the ability to be
       compassionate and the capacity to solve problems.

    -- Sharing passions and exposing kids to hands-on experiences builds
       parent-child connections and creates lasting memories.

    -- Encouraging kids to share feelings, laughs, challenges and special
       moments can be easy with simple touches of creativity like involving
       kids in cooking and starting fun family traditions.

    -- Dads can build strong bonds and special memories with their kids by
       letting them help with "Dad" projects and spending one-on-one time
       together.

    -- Grandparents today play an important role in the magic of childhood,
       sharing a link to family heritage and sharing time on unique
       activities.

"The Rice Krispies brand has always been dedicated to celebrating the magic of childhood," said Karl Miller, brand manager, Rice Krispies(R). "We're proud to bring parents a fantastic resource that they can use to create lasting memories with their children."

For more information on Operation Spark, advice from the experts, as well as tips on how to better connect with your kids, visit www.ChildhoodIsCalling.com.

About Playing For Keeps

Playing for Keeps is a national, not-for-profit organization founded in 1999 that helps bridge the gap between what researchers have learned about play and what parents and professionals who impact kids' lives on a day-to- day, hour-by-hour basis need to know to help nurture our precious children to their full potential. The organization is driven by the mission of improving outcomes for children through increasing their access to healthy play.

About The Kellogg Company

With 2007 sales of nearly $12 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, and meat alternatives. The company's brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Club, Nutri-Grain, Rice Krispies, Special K, All-Bran, Mini-Wheats, Morningstar Farms, Famous Amos, Ready Crust and Kashi. Kellogg products are manufactured in 18 countries and marketed in more than 180 countries around the world. For more information, visit the Kellogg Company Web site at www.kelloggcompany.com.