Kellogg’s brings back much-missed treats to its cereals for first time in over a decade

Once upon a time, grabbing a bowl of cereal meant giving the box a shake and knowing there was a toy waiting in there for you.

The Kellogg’s name is practically synonymous with this feeling, and now, it’s reviving the nostalgic treats for the first time in more than a decade.

It’s all tied to a movie franchise millennials will know and love: Toy Story, which is celebrating the release of its fifth film this summer, on June 19.

While the collaboration is currently only in place in the US, a spokesperson from WK Kellogg spokesperson told Metro it represents a ‘major first step in bringing playable toys back inside cereal boxes.’
They added: ‘But WK is always looking for ways to continue creating joyful moments for families, so stay tuned for what’s to come.’
It’s safe to say we’re keeping our fingers firmly crossed for a UK launch at some point, though things are a little complicated by the fact the Kellogg Company split in two in 2023, with separate companies now managing operations in the UK and US.

In the US, the last time toys were available inside Kellogg’s boxes was 2015, while in the UK, reports suggest the treats have been missing since around 2009.

So yes, at this point, we’re understandably yearning.

Laura Newman, VP brand marketing at WK Kellogg Co, said: ‘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.

The figurines also speak to a central part of the Toy Story plot.

Lylle Breier, executive vice president of partnerships, promotions, synergy and 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’re 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.’

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Back in the UK, fans have long been lusting over the glory days.

Over on the r/AskUK Subreddit, @bellamypro123 previously wrote: ‘My kids are going through the stage of trying all the cereals.

I remember as a kid we had those little plastic toys you get in the bottom of the cereal box that we used to fight over.

What happened to them?’
@starsandbribes fondly remembers the Star Wars collectables available when Episode One was released in cinemas, which would’ve been 1999.

They penned: ‘I think they were golden coloured plastic heads with paper scrolls in them.

I think ultimately kids now are just as amused getting a code on the back of the box they can enter into a website on their iPad.’
Meanwhile, @Fireblade67 reminisced on the ‘little toy lightsabers with the little ball puzzle in the blade,’ while another said they’ve long been tempted to attempt to buy a few up on eBay to revisit their younger years.

@buy_me_a_pint said: ‘My favourite was the monster in my pocket in the 90s, plus the reflection lights from cornflakes,’ while @cactuswacktus referenced the ‘spokie dokies, the little plastic things you clipped onto the spokes on your bike wheel.’
Elsewhere, if you’ve got some old toys lying around in your attic, it’s probable they’re worth a fair bit of money.

The humble Furby was one of the most sought-after toys of the 90s.

If you happen to have an original in its original packaging, or a limited edition Furby, then you could well be quids in.

How much you’ll get for it depends on the type of Furby and the condition, but some of the older toys are going on eBay for around £100 – and the rarer Furbys can fetch even more.

Get in touch by emailing MetroLifestyleTeam@Metro.co.uk.