Ready Brek has teamed up with Play-Doh for a new on-pack promotion running until January 31st 2017, where consumers can get £5 off Play-Doh when spending £20 or more on the children’s modelling clay or associated Play-Doh products such as the Play-Doh factory.

The promotion will be appearing on the breakfast cereal’s Original variety 450g and 750g pack sizes.

Hannah Flannery, commercial marketing manager for Ready Brek, said: “It’s said that breakfast is the most important meal of the day for adults and children alike and so we want to see more families enjoying a nutritious and tasty start to their day with Ready Brek. As an extremely popular product with children, we’re thrilled to be partnering with Play-Doh to continue celebrating Ready Brek’s integral place in the modern family home.”

Craig Wilkins, marketing director, Hasbro UK & Ireland, said: “Play-Doh and Ready Brek are both iconic, nostalgic brands for parents that are much loved by kids across the country – it was a natural collaboration for us. As we celebrate our 60th Anniversary this year, we’re delighted that our partnership with Ready Brek enables us to offer parents added value when purchasing new Play-Doh products.”

Ready Brek and Play-Doh were both launched at almost exactly the same time: 1956 for Play-Doh and 1957 for Ready Brek. After going through various owners including General Mills, Play-Doh has ended up with toy giant Hasbro. Ready Brek was originally launched by J Lyons & Co and is now owned and manufactured by Weetabix.

Originally called a ‘smooth porridge’ it was rebranded as a breakfast cereal for kids in the late 1960s – with the famous advertising slogan ‘Central heating for kids’; with the resurgence in popularity of porridge in recent years, the product is again been marketed as porridge.