If you have missed the excitement of digging through a cereal box to find a toy, your wait is over. WK Kellogg Co. announced on Thursday that it is including toys with some of its breakfast cereals for the first time in more than a decade.
Toy Story 5 Tie-In
Starting on Sunday, special edition boxes of Frosted Flakes, Froot Loops, Apple Jacks, and Corn Pops will contain plastic toys shaped like characters from Disney and Pixar's upcoming film, Toy Story 5. The movie is scheduled to hit theaters in June.
Return of a Classic Tradition
Plastic toys were once a staple in breakfast cereal boxes, but they gradually disappeared as manufacturers sought to cut costs and consumers grew concerned about choking hazards and other safety issues. Kellogg faced criticism in 2004 for including Spider-Man watches with mercury batteries in its cereal boxes.
Kellogg believes that Toy Story 5 is an ideal fit for reintroducing toys, as the film explores the role of toys in a technology-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 move marks a nostalgic shift for the brand, aiming to recapture the joy and surprise that cereal box toys once provided to generations of children.
