Kellogg's Pop Tarts to Sponsor MTV's 'Dumb Ass'

Following a seven year marketing hiatus, Kellogg's will promote its Pop Tarts product on MTV's "Dumb Ass" in the U.K., a show combining the best from "Jackass," "Viva La Bam" and "Wildboyz." The deal includes product placement, mention and an online promotional element.