Kellogg's is bringing back toys inside its cereal boxes for the first time in a decade, reviving a nostalgic tradition from the early 1990s. The breakfast cereal brand has partnered with Walt Disney Studios to launch a line of collectables in honour of Pixar's upcoming film, Toy Story 5, which is set to hit cinemas on June 19.
According to a press release on Thursday, the hidden prizes include three playable spoons featuring signature Toy Story characters Woody, Buzz Lightyear and Jessie, as well as trading cards and movie ticket promotions. The toys will be available in select boxes of Kellogg's cereals, including Froot Loops, Frosted Flakes, Corn Pops, Apple Jacks, Rice Krispies, Corn Flakes, Frosted Mini-Wheats and Cocoa Loops, starting April 26 nationwide.
Laura Newman, Vice President of Brand Marketing at WK Kellogg Co, said in a statement: 'At Kellogg's, there's a real sense of childhood nostalgia tied to the moments families remember most – and breakfast is a big part of that. 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. Collaborating with Toy Story 5, which explores the role of toys in a tech-driven world, made this moment even more meaningful.'
Lylle Breier, Executive Vice President of Partnerships, Promotions, Synergy & Events at The Walt Disney Studios, added: 'At the heart of Toy Story 5 is the idea that toys inspire creativity, friendship and play. We are delighted to collaborate with Kellogg's on their Toys Back in the Box campaign that gives families a fun way to explore the playful world of Woody, Buzz Lightyear, Jessie and the gang.'
Toy Story 5 sees the toys' owner, Bonnie, being gifted a digital Lilypad tablet that consumes more of her time, leaving the original group of action figures to grapple with the question of whether technology is replacing traditional toys. The film features the franchise's original voice cast, including Tom Hanks and Tim Allen, alongside Joan Cusack, Blake Clark and Tony Hale, with new voice actors Greta Lee and Conan O'Brien.
