Kellogg Seeks FCC Waiver for 'Cutting Edge' Promotion of Cereal Box Framing Screen

Kellogg seeks a waiver of FCC rules that require that unintentional radiator devices, including Class B devices, get equipment verification before being marketed or distributed to the public. “The low-powered novelty device in question poses no risk of harmful interference,” Kellogg said. The maker of Corn Flakes, Frosted Flakes, Rice Krispies and other food products said it plans a “cutting-edge promotional feature” and requires a waiver. “The promotion consists of a limited-edition cereal box with a seven inch video screen affixed within the box itself,” the company said. “The box serves as a frame for the screen, allowing consumers to stand the box upright and watch video content while eating cereal.” Kellogg is sourcing the video players from Wealth Land Electronics, a small Chinese manufacturer of novelty items that "does not have the resources or capability to conduct the tests required to support verification of the novelty device, and testing by an independent lab would be costly and time consuming," it said. Kellogg "would need to begin marketing the product in May" to tie in promotionally with a "feature film" debuting in early June, it said.