If you’ve missed rooting around in a cereal box for a toy, you’re in luck.
WK Kellogg Co. has announced that it will include toys in some of its breakfast cereals for the first time in over a decade. This exciting news was revealed on Thursday, and it’s sure to bring back nostalgic memories for many.
Starting this Sunday, special edition boxes of popular cereals like Frosted Flakes, Froot Loops, Apple Jacks, and Corn Pops will feature plastic toys shaped like characters from Disney and Pixar’s upcoming film, “Toy Story 5.” The movie is set to release in theaters this June, making this a timely promotion for both Kellogg and Disney fans.
The inclusion of toys in cereal boxes used to be a common practice. They were a delightful surprise for kids, sparking joy and excitement at breakfast time. On platforms like eBay, you can still find collectible toys from cereal boxes of the past, such as a Batman coin bank from a 1989 box of Ralston cereal or a miniature stuffed bear from a 1980s box of Post Super Golden Crisp.
However, over the years, the trend of including toys began to fade. Companies like Kellogg faced criticism for safety concerns, such as in 2004 when they included Spider-Man watches with mercury batteries in their cereal boxes. In 1988, they had to recall toys that were deemed choking hazards by the U.S. Consumer Product Safety Commission. As a result, manufacturers started to cut costs and minimize risks by eliminating toys altogether.
Despite this decline, toys do make occasional comebacks. For instance, General Mills brought back a “Cereal Squad” set of toy figurines in 2020, reminding us of the joy these little surprises can bring.
Kellogg’s decision to reintroduce toys aligns perfectly with the themes of “Toy Story 5,” which explores the significance of toys in today’s tech-driven world. Laura Newman, a vice president of brand marketing at Kellogg, stated, “Bringing toys back inside the box reintroduces that sense of discovery through a simple, screen-free moment of play that parents can now share with their own kids.” This initiative not only aims to rekindle childhood memories but also fosters meaningful interactions between parents and their children during breakfast.
As the release date of “Toy Story 5” approaches, fans of all ages are likely to flock to their local grocery stores to grab these limited edition cereal boxes. Whether you’re a collector or just looking to add a bit of fun to your morning routine, Kellogg’s latest campaign is sure to bring a smile to many faces.
