Cereal boxes just got a lot more exciting.
WK Kellogg Co. announced this week that it’s reintroducing toys inside select cereal boxes nationwide starting April 26 — the first time the brand has done so in more than a decade. The move is tied to the upcoming release of Disney and Pixar’s Toy Story 5, hitting theaters June 19, and the timing couldn’t be more fitting: the film itself is about toys navigating a world increasingly dominated by screens.
Which Cereals Have Toys
The in-box toys are rolling out across eight Kellogg’s brands, split into two experiences.
Select boxes of Frosted Flakes, Froot Loops, Apple Jacks, and Corn Pops will contain actual plastic toys tucked inside — the kind you have to dig around to find, just like the originals. The toys are shaped like characters from Toy Story 5, including Woody, Buzz Lightyear, and Jessie.
Additional Kellogg’s cereals — Frosted Mini-Wheats, Rice Krispies, Corn Flakes, and Cocoa Loops — are also part of the promotion, featuring collectible items tied to the film including character-inspired spoons, trading cards, and movie ticket promotions. Not every box in the promotion contains the same type of surprise, so what you find depends on which box you grab.
Why Cereal Box Toys Disappeared in the First Place
For generations of American kids, the toy inside the cereal box was a ritual — sometimes more anticipated than the cereal itself. But by the mid-2000s, in-box toys had largely disappeared from shelves.
The reasons were a mix of economics and safety concerns. Manufacturers were cutting costs wherever possible, and the toy itself added expense to every box. There were also several high-profile safety incidents — Kellogg’s was criticized in 2004 for including Spider-Man watches with mercury batteries, and in 1988, the company recalled toys deemed choking hazards by the U.S. Consumer Product Safety Commission. As worries about small parts and allergen cross-contamination grew, brands gradually phased the tradition out.
The result: an entire generation of kids grew up without ever knowing the particular joy of discovering a plastic prize buried under the cornflakes.
Why Toy Story 5 Makes Sense as the Comeback Vehicle
Kellogg’s didn’t choose this collab at random. Kellogg said it thought Toy Story 5 was a good fit for the reintroduction, since it explores the role of toys in a tech-driven world.
The film follows Woody, Buzz, and the gang as they navigate a world where a brand-new tablet character named Lilypad (voiced by Greta Lee) challenges the relevance of physical toys. It’s a premise that mirrors exactly what Kellogg’s is trying to do with this campaign — make the case that a screen-free moment of discovery still has a place at the breakfast table.
“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,” said Laura Newman, Vice President of Brand Marketing at WK Kellogg Co.
The Claw Machine Event in LA
Kellogg’s is also taking the promotion offline in a big way. On Sunday, May 24 at The Grove in Los Angeles, the brand is setting up a giant interactive Toy Story claw machine — a nod to one of the franchise’s most iconic scenes — where fans can try their luck and experience other Toy Story 5-inspired activations ahead of the film’s June 19 opening.
A Note on Target and the Cereal Aisle
It’s worth flagging for shoppers that some of the Kellogg’s cereals included in this promotion — specifically Apple Jacks and Froot Loops — are among the brands currently at risk of losing shelf space at Target, which announced in February it will stop carrying cereals containing certified synthetic dyes by the end of May 2026. The toy boxes are available nationwide, but shoppers who rely on Target for these specific cereals may want to check availability at other retailers going forward.
The Bottom Line
Kellogg’s special edition Toy Story 5 cereal boxes — featuring in-box plastic toys or collectible surprises — are available nationwide now. Eight cereal brands are part of the promotion, with Frosted Flakes, Froot Loops, Apple Jacks, and Corn Pops containing physical toys and four additional brands offering collectible items. Toy Story 5 opens in theaters June 19.
