For the first time in over a decade, Ferrero's W.K. Kellogg brand is bringing playable toys back inside cereal boxes in celebration of Disney and Pixar’s Toy Story 5, in theaters June 19. 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 brand says.

Toys in cereal boxes have long been a childhood ritual, turning ordinary mornings into adventures, sparking imagination and joy, W.K. Kellogg says. Today, with screens everywhere, parents are looking for ways to recreate those playful moments, it adds. 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, it finishes.

Millennial parents grew up digging through cereal boxes to find the treasured toy inside. 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, the brand notes.

"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,” says Laura Newman, VP 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.”

“At the heart of Toy Story 5 is the idea that toys inspire creativity, friendship, and play," says Lylle Breier, EVP, partnerships, promotions, synergy and events, The Walt Disney Studios. “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.”

To celebrate Toy Story 5 coming to theaters, Kellogg’s is bringing that feeling of discovery to life with a giant, interactive Toy Story claw machine. Consumer can come try The Claw, and other Toy Story 5-inspired fun, for themselves on Sunday, May 24 at The Grove in LA. 

Ferrero Group is on the current Candy Industry “Global Top 100 Candy Companies” list. Click here to view the current “Global Top 100” rankings.