Kellogg's Brings Back Toys in the Box to Celebrate 'Toy Story 5'

BATTLE CREEK, Mich. — For the first time in over a decade, Kellogg's is bringing playable toys back inside cereal boxes in celebration of Disney and Pixar's "Toy Story 5," in theaters June 19.

Kellogg’s said the special edition cereal boxes, available nationwide April 26, invite families to rediscover the joy of surprise toys, hands-on play and the timeless magic of childhood breakfasts that connect generations.

The Excitement of Toys in the Box. The company said toys in cereal boxes have long been a childhood ritual, turning ordinary mornings into adventures, sparking imagination and joy. Today, with screens everywhere, parents are looking for ways to recreate those playful moments. Kellogg’s said "Toy Story 5" explores the same tension, as Woody, Buzz Lightyear, Jessie and the gang navigate a world where digital play dominates, proving that the magic of a toy you can hold still matters.

Kellogg's

Sharing the Experience Across Generations. Millennial parents grew up digging through cereal boxes to find the treasured toy inside, the company said. With toys back in the box, parents can now share that same nostalgic experience with their children, turning an everyday moment into discovery and fun.

"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," said Laura Newman, vice president of brand marketing at WK Kellogg Co. "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."

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

Where to Experience Toys Back in the Box. To celebrate "Toy Story 5" coming to theaters June 19, Kellogg's is bringing that feeling of discovery to life with a giant, interactive "Toy Story" claw machine. Fans can try The Claw and other "Toy Story 5"-inspired fun, for themselves on Sunday, May 24th at The Grove in LA.