For Movie Tie-In, Kellogg Puts Toys Back in the Box
This is a display of Kellogg's Froot Loops in a Costco in Pittsburgh on Monday, July 14, 2025. (AP Photo/Gene J. Puskar, File)
For the first time in over ten years, cereal boxes are bringing back a bit of nostalgia. WK Kellogg Co. announced Thursday that it will once again place toys inside select breakfast cereals, reviving a tradition many consumers remember from childhood.
Beginning Sunday, limited-edition packages of Frosted Flakes, Froot Loops, AppleJacks, and Corn Pops will include small plastic figures inspired by characters from Disney and Pixar’s upcoming film Toy Story 5, which is set for a June theatrical release.
Toys were once a common feature in cereal boxes but largely disappeared over time. Companies moved away from the practice due to cost-cutting efforts and growing safety concerns, particularly around choking risks. Kellogg also faced backlash in 2004 when it included Spider-Man-themed watches with mercury batteries in some boxes.
The company says the new promotion ties in well with the themes of Toy Story 5, which looks at how toys fit into a world dominated by technology. Laura Newman, a vice president of brand marketing at Kellogg, said the return of in-box toys is meant to bring back a sense of surprise and provide a simple, screen-free activity that parents and children can enjoy together.
About Post Author
