• by Wayne Friedman , October 17, 2007

Kellogg's Frosted Flakes and ESPN are partnering on what it calls the first-ever kids sports Web site written by kids.

The site, Earn Your Stripes, part of ESPN.com, will be a forum area for kids to share opinions on sports--current sports news or thoughts on their own sports and/or teams.

The site can be customized for different sports teams, and is constantly updated. As a result, kids are encouraged to come back to the site often. Sports articles are written by kids from around the country.

The main focus of Earn Your Stripes is balancing schoolwork and sports. It encourages kids to work hard and eat right through "Award Shorts," one-minute videos highlighting kids' love for sports.

The deal was put together by Kellogg's media agency Starcom USA and Walt Disney's cross-media platform selling division, Disney/ABC Unlimited.