Food

Kellogg's is putting toys back in cereal boxes after 10 years

Toy Story 5 playable spoons can be found in Kellogg's Froot Loops and Frosted Flakes. ©Image Credit: Kellogg's

One of the best parts about eating cereal as a kid was the toy you'd find at the bottom of the box. While almost every brand has gotten rid of these prizes, Kellogg's is officially bringing them back after 10 years.

It's all about the nostalgia

Kellogg's seems well aware of how powerful nostalgia can be in marketing, and isn't shy about tapping into it.

The toys at the bottom of cereal boxes used to be so popular that people would choose which cereal to buy based on the toy. In the competitive breakfast food industry, anything that helps a brand or item stand out is a win.

“When you think about the cereal toys, they sit at the intersection of value, nostalgia and competition,” said Lyons Wyatt, global EVP and chief advisor for consumer goods and foodservice insights at Circana.

“For brands, it’s a way to create differentiation, drive talkability and make a legacy cereal feel newly relevant.”

Toy Story-themed prizes in two different cereals

If the toy announcement wasn't exciting enough, Kellogg's has also announced they will be in two different cereals. You'll now find toys in Froot Loops and Frosted Flakes, two of the most iconic cereals.

Fans of Toy Story are going to be even more pumped, because the toys are all themed to the wildly popular movie franchise.

You'll get playable spoons that are shaped like Jessie, Woody, or Buzz Lightyear from Toy Story 5.

Adults are going to be just as excited

What makes this such a smart marketing plan is that both kids and adults are going to want to collect the toys. Adults will remember the experience as kids, and kids will be enjoying it for the first time.

Kellogg's is also potentially introducing or re-introducing adults to a cereal they've never had or haven't had since childhood.

This may be the start of a new toy era

It's hard to guess how popular Kellogg's move will be, but if it's a success, don't be surprised to see others following their lead.

Source: Food Dive

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