Remember Cereal Box Prizes? Kellogg's Is Bringing Them Back for the First Time in Years

Kellogg's cereal is about to come with its own set of collectibles once again-just like the good 'ol days.

The fan-favorite cereal company teased the return of the Millennial-era ritual in October 2024 with a limited-time Squishmallows partnership and in 2021 with the limited launch of its collectible Bowl Buddies. Now, years later, it's doubling down on the nostalgic offer in a new collaboration with Disney that returns collectible toys and prizes to its cereal boxes for the first time in a long time.

"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," Laura Newman, vice president of brand marketing at WK Kellogg Co., shared in a statement. "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. Collaborating with Toy Story 5, which explores the role of toys in a tech-driven world, made this moment even more meaningful."

Kellogg's Is Putting Collectible Toys Back in Cereal Boxes

According to the April 23 press release, the special-edition cereal boxes will bring back the joy of surprise toys nationwide across several of its brands, including Froot Loops, Frosted Flakes, Corn Pops, Apple Jacks, Frosted Mini-Wheats, Rice Krispies, Corn Flakes, and Cocoa Loops.

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Each box will include a surprise toy, with options such as classic collectible figurines, spoons, trading cards, and movie-ticket promotions inspired by Toy Story 5.

"At the heart of Toy Story 5 is the idea that toys inspire creativity, friendship and play," Lylle Breier, executive vice president of partnerships, promotions, synergy and events at The Walt Disney Studio, added. "We are 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."

Kellogg's nostalgic promotion with Disney will be available at retailers nationwide beginning on Sunday, April 26, per Thursday's announcement-but only for a limited time, while supplies last (prices may vary).

Toy Story 5 releases exclusively in theaters on Friday, June 19.

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This story was originally published April 23, 2026 at 6:02 AM.