Cereal Brands Bring Back Toys to Packaging
Cereal brands facing declining sales, like WK Kellogg Co, are reintroducing physical toys into their packaging as a counter-strategy to digital promotions and changing consumer preferences.
Major U.S. cereal brands, including WK Kellogg Co. and General Mills, are bringing back physical toys in cereal boxes for the first time in over a decade. This move aims to reverse a trend of declining cereal sales, which have fallen by more than 13% over the past five years, according to NielsenIQ data.
As consumer preferences shift away from artificial colors and towards natural dyes, many popular cereal brands have adopted more muted color schemes. The reintroduction of physical prizes is seen as a way to capture consumer attention in a crowded grocery aisle.
WK Kellogg Co. recently released collectible spoon figurines of "Toy Story 5" characters. General Mills has also reintroduced toys based on its own cereal mascots and is partnering with The Jim Henson Co. for puppet-style versions of its Monster Cereal characters.
WK Kellogg Co. vice president of brand marketing Laura Newman stated that parents remember finding toys in cereal boxes and wish to share that experience with their children. She also noted a growing parental desire for simple, screen-free playtime activities.
Fast-food companies are also exploring similar strategies. Whataburger recently relaunched its kids' meals with sticker packs and mazes on the box, while Burger King partnered with Crayola for a kids' meal that included crayons. Both sectors are seeking to engage children beyond the meal itself, moving away from less successful digital promotions.