Can Kellogg’s Reinvent Froot Loops As A Lifestyle Brand?

I remember last year I was walking past some trendy retail stores in NY and I saw a few handbags with the Pan Am logo. Apparently there is a whole historical foundation and store featuring all kinds of retro products like t-shirts and travel kits. The airline may have died but the brand is alive.

I was thinking about that as I read this story about Kellogg’s partnering with fashion pioneer AWAYTOMARS to try and evolve Froot Loops into a lifestyle and fashion brand. As they face more consumers...