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The time-honored tradition of scouring a new cereal box in search of a prize is coming back to the breakfast table.<\/p>\n
WK Kellogg Co. is partnering with Disney ahead of the release of Toy Story 5<\/em> this summer, rolling out cereal boxes with either classic in-box playable toys or collectible items inspired by the animated movie franchise.<\/p>\n Beginning April 26, customers nationwide will be able to get their hands on the Toy Story 5<\/em>-inspired cereals across Kellogg\u2019s many brands, including Froot Loops, Frosted Flakes, Corn Pops, Apple Jacks, Frosted Mini-Wheats, Rice Krispies, Corn Flakes, and Cocoa Loops.<\/p>\n The limited-edition boxes can be identified by their special branding, featuring a Toy Story<\/em> character as well as a banner indicating a toy is inside.<\/p>\n The collectibles include three Toy Story 5<\/em>-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.<\/p>\n The partnership is in part inspired by Toy Story 5<\/em>\u2019s plot, which follows the toy characters navigating the new tech-driven world where tablets and screen time dominate over playing with traditional toys. <\/p>\n 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<\/a> due to choking hazard fears and cost-cutting measures.<\/p>\n “At Kellogg\u2019s, there\u2019s a real sense of childhood nostalgia tied to the moments families remember most\u2014and breakfast is a big part of that,\u201d Laura Newman, VP of brand marketing at Kellogg, said in a press statement. \u201cBringing 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.<\/p>\nWhen and where to find them<\/h2>\n
What\u2019s inside the box<\/h2>\n
A nostalgia play for parents<\/h2>\n