# Playfully Branded Skateboarder Partnerships Kellog's Tony the Tiger Partners with Tony Hawk By Kalin Ned | Published 2025-07-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/tony-the-tigers References: [prnewswire](https://www.prnewswire.com/news-releases/tony-the-tiger-and-tony-hawk-reunite-to-celebrate-their-30-years-of-friendship-302493630.html) WK Kellogg Co. has reignited the decades-long partnership between its beloved mascot, Tony the Tiger, and skateboarding legend [Tony Hawk](https://www.trendhunter.com/trends/tonys-chocolonely-advertisement) in a multifaceted campaign spanning gaming, merchandise, and live events. This collaboration commemorates their 30-year association, which began when Hawk served as the animated tiger’s stunt double in a 1990s commercial. The new Tony the Tiger x Tony Hawk initiative includes themed content in the upcoming *Tony Hawk’s [Pro Skater 3](https://www.trendhunter.com/trends/taco-bell-and-tony-hawk) + 4* video game, where players can unlock tiger-inspired skate gear, as well as limited-edition skateboards and special cereal boxes featuring autographed collectibles. The celebration will culminate at Vert Alert, a public skateboarding competition in Utah, where both figures will engage with fans. The campaign successfully taps into nostalgia to engage audiences. Image Credit: Kellogg ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 28% | Activity: 15% | Freshness: 43% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Nostalgia-driven Collaborations:** Brands are reviving iconic partnerships to tap into consumer nostalgia and create engaging multi-channel experiences. - **Branded Gaming Integrations:** The inclusion of branded content within popular video games offers companies an innovative method to reach younger audiences through immersive experiences. - **Celebrity-led Public Events:** Public events featuring partnerships with celebrities are emerging as a dynamic platform to foster community engagement and brand loyalty. ### Who This Affects Most - **Food and Beverage:** The food and beverage industry is increasingly leveraging cross-industry collaborations to revitalize brand interest and diversify marketing strategies. - **Video Gaming:** Integrating recognizable brands and characters into games presents a lucrative opportunity for the gaming industry to broaden its appeal. - **Sports and Entertainment:** Promoting sports events through strategic partnerships with entertainment icons offers new avenues for audience expansion and experiential marketing in the sports sector. ## Related on Trend Hunter - [Skateboarder-Approved Tex-Mex Meals](https://www.trendhunter.com/trends/taco-bell-and-tony-hawk.md) - [Interactive VTuber Mascots](https://www.trendhunter.com/trends/mascot-vtuber.md) - [Cereal Collab Streetwear](https://www.trendhunter.com/trends/kith-treats-for-kelloggs.md) - [Co-Brandeed Promotional Campaigns](https://www.trendhunter.com/trends/flamin-hot-brands.md) - [Nostalgia-Driven Cereal Promotions](https://www.trendhunter.com/trends/kelloggs-toy-story-5.md) - [60s Superhero Cereal Branding](https://www.trendhunter.com/trends/general-mills-and-marvel-studios.md) - [Cinematic Cereal Branding](https://www.trendhunter.com/trends/wheaties-marty-supreme.md) - [Active Lifestyle-Supporting Campaigns](https://www.trendhunter.com/trends/become-your-player.md) - [Retro Sports Drink Revivals](https://www.trendhunter.com/trends/gatorade-3.md)