Nickelodeon has teamed up with two new partners and two old friends for a year-long US$20-million promo for CatDog. For the first time, the network is going all-out with a cross-promotion involving Nabisco, Duracell, Burger King and Kraft.

This fall, a back-to-school promo with Duracell will feature free Nick backpacks with battery purchases, followed by an in-pack game launching for Christmas.

Last month, Nabisco launched a limited-run Cheese Nips CatDog product featuring CatDog-shaped Nips. Support for a ‘Find CatDog and win’ sweepstakes is also currently appearing on 11 million packages of Nabisco crackers. This follows a separate Nickelodeon on-air sweepstakes marking a week-long prime-time stunt in February.

Burger King contributed an in-store kids meal program with a different CatDog toy available each week from February to March. Kraft rounds out the promotion by offering four collectible stickers on two million packages of Jell-O Kid Pack Lowfat Yogurt this spring.