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Noggin Adds Charter Sponsors

Commercial-free kids’ network Noggin said it signed Kellogg Co.’s Mud & Bugs and The Lego Group’s Explore, two Starcom USA clients, as charter sponsors.

Lego Explore will sponsor Storytime, a short-form series that mixes flash animation with footage of real kids telling stories. The sponsorship includes "brought to you by Lego Explore" billboards after each short story.

Kellogg's Mud & Bugs will sponsor the "Connie the Cow's Milk Break," a weeklong programming event featuring "double helpings" of back-to-back episodes twice per day of preschool series Connie the Cow, starting Monday, Jan. 26. Kellogg's will receive three weeks of on-air promotional tune-in spots leading up to the marathon and "sponsored-by" billboards and bumpers at the beginning and close of each Connie episode.

Viacom Inc.’s Nickelodeon owns Noggin.