Nostalgic cereal lovers who remember hunting for prizes in their breakfast boxes will get that experience again soon.
WK Kellogg Co. announced Thursday that it will include toys with select breakfast cereals for the first time in more than ten years.
Beginning Sunday, limited edition packages of Frosted Flakes, Froot Loops, AppleJacks and Corn Pops will contain plastic figurines designed after characters from Disney and Pixar’s upcoming “Toy Story 5.” The film is set to premiere in theaters this June.
Cereal box prizes were once a standard feature of breakfast cereals, but they slowly vanished as companies sought to reduce expenses and parents raised concerns about potential safety risks including choking hazards. The company faced backlash in 2004 when it distributed Spider-Man timepieces containing mercury batteries inside cereal packages.
Company officials said the “Toy Story 5” partnership seemed ideal for bringing back the tradition, given the film’s theme about toys navigating a technology-focused society.
“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,” said Laura Newman, a vice president of brand marketing at Kellogg.
