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Here’s the new scoop on breakfast.
For the first time in over a decade, Kellogg’s is putting toys back in cereal boxes — including collectible spoons and other fun freebies.
Available now nationwide, special-edition boxes of Frosted Flakes, Froot Loops, AppleJacks and Corn Pops will have plastic toys to celebrate Disney and Pixar’s “Toy Story 5,” which will be in theaters June 19.
The toys that can be found inside the special-edition cereal boxes bearing the Toy Story logo, such as spoons modeled after iconic “Toy Story” characters such as Woody, Buzz and Jessie, collectable trading cards, and movie ticket promotions.
Plastic toys in cereal boxes used to be a central component of breakfast and a longtime childhood ritual, but they started to die out as manufacturers needed to cut costs and as consumers worried about choking hazards.
For example, Kellogg’s itself took some flak in 2004 after putting Spider-Man watches with mercury batteries in its cereal boxes, according to the Associated Press, and in 1988, the company recalled “cool flute” and “binoculars” toys due to choking hazards.
Kellogg’s thought the new “Toy Story” movie was a good way to reintroduce the toys in boxes and “the timeless magic of childhood breakfasts that connect generations.”
“Toy Story 5” explores the role of toys in a tech-driven world, which made bringing toys back to the cereal box “even more meaningful,” Laura Newman, VP Brand Marketing at WK Kellogg Co., said.
Millennials who are now parents have grown up digging through their cereal boxes to find a prize inside, and now they can share their nostalgic experience with their children.
“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,” Newman said in a statement.
“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.”
Additionally, to celebrate, Kellogg’s is bringing a giant, interactive “Toy Story” claw machine to The Grove in Los Angeles on Sunday, May 24.
“At the heart of Toy Story 5 is the idea that toys inspire creativity, friendship and play,” added Lylle Breier, Executive Vice President, Partnerships, Promotions, Synergy & Events, The Walt Disney Studios.
People on social media were seemingly ecstatic about the return of the nostalgic breakfast staple.
“I’m 29 and I don’t give a damn, I want my cereal box toys!” one person said on Reddit.
“Welcome back Toys in Cereal Boxes, please stay forever and maybe get Skittles and Coupons to stuff like DQ back in there too!” another wrote.
“I don’t care my age! I’m stoked!” someone added.
“Yes! Awesome news! I will sadly buy cereal to get the toy no matter my age,” one admitted.
