This film was part-financed by the Quaker Oats Company, then-makers of the "Sugar Puffs" cereal, in return for an exclusive merchandising deal. Quaker combined with the film team in a £50,000 campaign which included 3½ million boxes of "Sugar Puffs" advertising the film, and a competition to win toy Louis Marx Daleks or the top prize, a full-size Dalek prop. Several posters for "Sugar Puffs" cereal are visible during the movie, an early (for a British film) example of product placement. Two special screenings for grocery traders were also arranged via the deal with executive producer Joe Vegoda.