Kellogg's brings toys back to cereal boxes for Toy Story 5

Kellogg's has announced that toys will return to its cereal boxes for the first time in more than a decade. The move ties in with the upcoming Toy Story 5, which hits theaters on June 19, 2026. The campaign begins on April 27, 2026 in the United States and includes popular cereals such as Frosted Flakes, Froot Loops, Apple Jacks and Corn Pops.

Toys and retro designs

The cereal boxes will feature a retro design and may surprise lucky breakfast fans with spoons inspired by popular characters like Woody, Buzz or Jessie. In addition to the brands mentioned above, Frosted Mini-Wheats, Rice Krispies, Corn Flakes and Cocoa Loops are also part of the campaign. The toys that can appear in the boxes will range from classic in-box toys and spoons to trading cards and movie ticket promotions, all based on Toy Story 5.

Childhood nostalgia

Laura Newman, VP of Brand Marketing at WK Kellogg Co., said there is a strong connection to childhood nostalgia, especially around the moments families remember most, like breakfast. By bringing toys back to the box, Kellogg's is reintroducing that sense of discovery and screen-free fun, giving parents a chance to share the experience with their kids. The partnership with Toy Story 5, which explores the role of toys in a technology-driven world, adds extra meaning to the campaign.

Events and interaction

Alongside the return of toys, Kellogg's is hosting an event on Sunday, May 24, 2026 at The Grove in Los Angeles, where a giant interactive Toy Story claw machine will be on display, along with other Toy Story 5-inspired activities. The event gives fans a playful way to connect with the world of Toy Story.

Kellogg's blend of nostalgia and interactive marketing will no doubt appeal to both younger and older Toy Story fans, while returning to the core of what toys can mean in a modern, tech-filled world.