WK Kellogg Co. to Include Toys in Select Cereal Boxes for Toy Story 5 Promotion

WK Kellogg Co. announced on Thursday that it will include plastic toys in select breakfast cereal boxes for the first time in more than a decade, as part of a promotional tie-in with Disney and Pixar's upcoming film Toy Story 5. The film is scheduled to premiere in theaters in June.

toys were once a common feature in breakfast cereals, with examples including a Batman coin bank from a 1989 Ralston cereal box, a miniature stuffed bear from a 1980s Post Super Golden Crisp box, and a tiny plastic atomic submarine from a 1950s Kellogg's Corn Flakes box, as listed for sale on eBay on Thursday.

Toys gradually phased out due to manufacturers' efforts to reduce costs and consumer concerns about choking and other safety hazards. S. Consumer Product Safety Commission identified them as choking hazards.

Occasional Comebacks Toys have made limited-time returns in cereals from other manufacturers, such as General Mills' introduction of a Cereal Squad set of toy figurines in 2020. The current promotion represents a revival of the practice for WK Kellogg Co., aiming to align with the release of Toy Story 5.