Kellogg’s is bringing back nostalgia with cereal box toys in honor of ‘Toy Story 5’
For folks of a certain age, the memory of shoving your entire forearm into a fresh box of cereal to extract the toy at the bottom before your siblings can get a crack at it is a fond one. Sadly, toys in cereal boxes have gone the way of the Walkman in recent years and most kids now have never known what it’s like to dig treasure out of a box of Frosted Flakes. That’s why we’re pretty thrilled to hear that starting on April 26, Kellogg’s is bringing that simple joy back, albeit temporarily, in honor of the ‘Toy Story 5’ release on June 19.
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If you’re wondering what happened to toys in cereal boxes, there are pretty solid reasons for their disappearance. Concerns for the environment (i.e., tons of little plastic toys being produced that will likely be in a landfill shortly) and a push to not entice kids into begging for sugary cereals led to cereal box toys being gradually phased out. Those reasons make sense, for sure, but it’s an undeniable bummer to those of us old enough to remember the excitement of finding the toy at the bottom of the box. It’s very cool to hear that our kids will have a chance to experience it too when Kellogg’s puts a series of Toy Story figurines into its cereal boxes. Kids can find Buzz, Jessie and Woody toys for a limited time in the weeks leading up to the movie’s release.
“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,” said Laura Newman, VP Brand Marketing at WK Kellogg Co. “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.”
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