After General Mills pulled out of the animation business, Biggers became vice president of promotion and creative services at NBC.

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It says the movie - a 3D digital animation due out in 2013 - will feature the voices of David Tennant, Rupert Grint and Jim Broadbent.

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Last month, the company failed to renew a lucrative film partnership with Pixar, a computer-animation business, after Disney accused Pixar of holding out for overly generous terms.

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Even though the animation itself was free, Consumer Watchdog is still shelling out lots of money for this high-profile campaign.

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