Kellogg’s is bringing customers back to the early Nineties by putting toys in its cereal boxes again.
The breakfast cereal brand has collaborated with Walt Disney Studios to launch a line of novelties in honor of Pixar’s Toy Story 5, set to hit theaters June 19. According to a Thursday press release, this is the first time in a decade that Kellogg’s will have toys inside its cereal boxes.
Collectable items include three playable spoons — featuring signature Toy Story characters, Woody, Buzz Lightyear and Jessie — trading cards and movie ticket promotions.
The hidden prizes can be found in select boxes of Kellogg’s cereals, including Froot Loops, Frosted Flakes, Corn Pops, Apple Jacks, Rice Krispies, Corn Flakes, Frosted Mini-Wheats and Cocoa Loops. Boxes containing the toys will be available nationwide starting April 26.
“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 Brand Marketing at WK Kellogg Co, said in a 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. Collaborating with Toy Story 5, which explores the role of toys in a tech-driven world, made this moment even more meaningful.”
Lylle Breier, Executive Vice President, Partnerships, Promotions, Synergy & Events at The Walt Disney Studios, added: “At the heart of Toy Story 5 is the idea that toys inspire creativity, friendship and play. We are delighted to collaborate with Kellogg’s on their Toys Back in the Box campaign that gives families a fun way to explore the playful world of Woody, Buzz Lightyear, Jessie and the gang.”
Toy Story 5 sees the toys’ owner, Bonnie, being gifted a digital Lilypad tablet that slowly consumes more and more of her time, leaving the original group of action figures alone. The film explores a question many parents are grappling with: Is technology replacing traditional toys?
The movie features the franchise’s original voice cast, including Tom Hanks and Tim Allen returning as Woody and Buzz, respectively, alongside Joan Cusack, Blake Clark and Tony Hale. New voice actors will include Greta Lee and Conan O’Brien.
At the end of Toy Story 4, released in June 2019, fans saw Woody leave with Bo Peep to help lost toys, prompting Jessie and Buzz to take his place as the new leaders of Bonnie’s toys. That storyline appears to carry over into Toy Story 5, with the trailer showing Jessie leading the toys through the upheaval sparked by the arrival of the Lilypad — while also scheming to win back Bonnie’s attention.