Kellogg’s just dropped something inside cereal boxes you haven’t seen in years

Toy-filled boxes return for the first time in over a decade.

BY María José Gutierrez Chavez

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.

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