The time-honored tradition of scouring a new cereal box in search of a prize is coming back to the breakfast table.
WK Kellogg Co. is partnering with Disney ahead of the release of Toy Story 5 this summer, rolling out cereal boxes with either classic in-box playable toys or collectible items inspired by the animated movie franchise.
When and where to find them
Beginning April 26, customers nationwide will be able to get their hands on the Toy Story 5-inspired cereals across Kellogg’s many brands, including Froot Loops, Frosted Flakes, Corn Pops, Apple Jacks, Frosted Mini-Wheats, Rice Krispies, Corn Flakes, and Cocoa Loops.
The limited-edition boxes can be identified by their special branding, featuring a Toy Story character as well as a banner indicating a toy is inside.
What’s inside the box
The collectibles include three Toy Story 5-themed spoons with the faces and bodies of the main characters: Jessie, Woody, and Buzz Lightyear. Themed playing cards and movie ticket promotions will also be available inside the boxes.
The partnership is in part inspired by Toy Story 5’s plot, which follows the toy characters navigating the new tech-driven world where tablets and screen time dominate over playing with traditional toys.
A nostalgia play for parents
The campaign also taps into nostalgia, bringing back a tradition that millennial parents grew up with. Despite their popularity, in-box toys were slowly phased out due to choking hazard fears and cost-cutting measures.
“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,” Laura Newman, VP of brand marketing at Kellogg, said in a press 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.
Beyond the grocery store aisles, the Disney-Kellogg partnership is hitting The Grove, a retail and entertainment complex in Los Angeles, on May 24 with a massive Toy Story-inspired claw machine.