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Kellogg is putting toys back into some cereal boxes as a ‘Toy Story 5’ tie-in

If you’ve missed rooting around in a cereal box for a toy, you’re in luck.

WK Kellogg Co. said Thursday it’s including toys with some of its breakfast cereals for the first time in more than a decade.

Starting on Sunday, special edition boxes of Frosted Flakes, Froot Loops, AppleJacks and Corn Pops will have plastic toys shaped like characters from Disney and Pixar’s “Toy Story 5.” The movie is scheduled to hit theaters in June.

Plastic toys used to be a mainstay in breakfast cereal. On Ebay Thursday, collectors were selling a Batman coin bank from a 1989 box of Ralston cereal, a miniature stuffed bear from a 1980s box of Post Super Golden Crisp and even a tiny plastic “atomic submarine” from a 1950s box of Kellogg’s Corn Flakes.

But the toys gradually disappeared as manufacturers tried to cut costs and consumers worried about choking and other hazards. Kellogg was criticized in 2004 for including Spider-Man watches with mercury batteries in its cereal boxes, for example. And in 1988, the company recalled “cool flute” and “binoculars” toys after the U.S. Consumer Product Safety Commission deemed them a choking hazard.

Toys do occasionally make a limited-time comeback. General Mills introduced a “Cereal Squad” set of toy figurines in 2020, for example.

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.

“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, a vice president of brand marketing at Kellogg.

The Iran war could drive up costs for petroleum-derived products like clothes and crayons

NEW YORK (AP) — It might be hard to imagine the Iran war weighing on stuffed toys with names like Snuggle Glove, Bizzikins and Wobblies, but even plush playthings are not immune when oil shipments from the Middle East are constrained. Like many soft toys, the creatures developed by a manufacturer in Fort Lauderdale, Florida, are made with polyester and acrylic, synthetic fibers derived from petroleum. Three weeks after the war started, suppliers in China notified Aleni Brands that getting the materials already was costing them 10% to 15% more, CEO Ricardo Venegas said. “I think this situation demonstrates how much oil permeates throughout our system, and we can’t get away from it,” said Venegas, who founded Aleni Brands last year and is in the process of adding product lines. “Who would have thought that the price of a toy would have a direct relationship with oil?” It's not just toys. Petrochemicals derived from oil and natural gas go into making more than 6,000 consumer products, according to the U.S. Department of Energy. Computer keyboards, lipstick, tennis rackets, pajamas, soft contact lenses, detergent, chewing gum, shoes, crayons, shaving cream, pillows, aspirin, dentures, tape, umbrellas and nylon guitar strings are just a few of them.
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