We all love free stuff—whether it’s free chicken at Chick-fil-A or a complimentary pen at the bank. So maybe that’s why we don’t question the toy that comes in our cereal box. It turns out this plastic surprise has a surprising reason for appearing at our breakfast tables.
Why Cereal Boxes Had a Toy Inside
Kellogg’s was the first company to offer a “cereal prize,” but the company to take the prize-in-box trend the furthest was General Mills. In the 1960s, General Mills bought 37 non-food brands to create a toy division. The companies included Rainbow Crafts, creators of iconic childhood staple Play-Doh; Parker Brothers, the company that developed the legendary board game Monopoly; and many more!
They churned out the popular breakfast surprises and made some beloved childhood staples like the Easy-Bake Oven and Nerf Balls. Turns out General Mills actually used the cereal box prizes to promote the toys!
Children would beg for a box of Cookie Crisp, not for its sweet crunch but instead for the mini skateboard inside. (What to do with all that extra cereal? Make one of our best cereal bar recipes!)
But the toy-inside craze died rather quickly, and by the mid-1980s the toy division of General Mills was divested.
May the Force Be With Cereal Prizes
When the General Mills toy division was in its heyday, the company made one important decision that still shows up in cereal aisles today. In 1977, General Mills entered a licensing agreement with a new sci-fi movie. It’s one you may have heard of—Star Wars?
More than four decades after that first licensing deal, General Mills is still using Star Wars imagery on cereal boxes, and when the timing is right, putting a Star Wars prize inside those boxes.
Star Wars premiums were included in boxes as recently as 2017 when boxes of Cheerios, Cinnamon Toast Crunch and other General Mills brands contained “one of six color-changing Star Wars character spoons,” to celebrate Star Wars: The Last Jedi.
Next time the friendly face of R2D2 looks back at you from your breakfast box, you’ll know why!
Crispy Pretzel Bars
I often make a big batch of these peanut butter-flavored cereal bars on days that I don't want to heat up the kitchen. Kids especially love them, so they're great for picnics, potlucks and school bake sales. —Jane Thompson, Eureka, Illinois
Chocolate Crunch Brownies
The first time I took these brownies to work, I knew I'd better start making copies of the recipe—they disappeared fast! My husband and kids gobble them up quickly, too. —Pat Mueller, Mitchell, South Dakota
No-Bake Cereal Bars
With two kinds of cereal and peanut butter, these bars taste almost like candy. —Pauline Christiansen, Columbus, Kansas
Peanut Butter Cereal Treats
Kids will love these colorful, crunchy bars. They’re a fun twist on the traditional marshmallow crispy treats…and because they’re so easy, older kids could whip up a batch on their own! —Christie Porter, Shipshewana, Indiana
Chocolaty S'mores Bars
One night, my husband had some friends over to play poker and he requested these s'mores bars. They polished off the pan and asked for more! I shared the recipe, and now their families make them, too. —Rebecca Shipp, Beebe, Arkansas
Chocolate & Peanut Butter Crispy Bars
To make a dairy-free dessert, I created chocolate peanutty bars. My kids and their friends gobble them up. I talk about it on my blog, joyfulscribblings.com. —Dawn Pasco, Overland Park, Kansas
Neapolitan Crispy Bars
Talk about a conversation piece! These fun, yummy bars will get people talking. —Taste of Home Test Kitchen
Snack Mix Squares
A fun snack mix pressed into chewy bars, this treat is popular with kids of all ages. Someone is always asking me for this quick and easy recipe. —Lisa Byler, Millersburg, Indiana
White Chocolate Cereal Bars
A friend gave me this fresh take on traditional crispy treats. My husband loves them. —Anne Powers, Munford, Alabama
Granola Cereal Bars
These sweet peanut butter bars are perfect for breakfast, dessert or anytime as a quick snack. You can add raisins instead of chocolate chips if you prefer. —Helen Velichko, Kansas City, Missouri
Fruity Cereal Bars
With dried apple and cranberries, these crispy cereal bars are perfect for snacks or brown-bag lunches. —Giovanna Kranenberg, Cambridge, Minnesota
Candy Cereal Treats
These scrumptious bars travel well and are loved by kids of all ages. — Janet Shearer, Jackson, Michigan
S'mores Crispy Bars
My aunt always brought s’mores-style bars to our family's summer cottage. Plain or frosted, they’re perfect for eating on the run. —Betsy King, Duluth, Minnesota
Peppermint Cereal Squares
Our 15 grandchildren expect me to make several batches of these minty treats each Christmas. The quick-and-easy preparation is appreciated during a hectic time of year. —Carole Coe, South Sutton, New Hampshire
Browned Butter Cereal Bars
Crispy rice treats were one of the first recipes I ever made as a kid. For this version, I wanted to make something similar but more special. Friends and family think using Cap'n Crunch and browned butter is genius, but I just call them delicious.—Kelly Krauss, Lebanon, New Jersey
Chewy Energy Bars
My husband and I put these in our lunch, but they're also a nice portable breakfast or snack. They're quick, store well and easy to keep on hand. —Sharon Rast, Show Low, Arizona
Cereal & Milk Ice Cream Sandwiches
Go ahead and buy those sweet cereals you normally stay away from. This is dessert! —Taste of Home Test Kitchen
Sarah Kosalos