Please let us know if you have feedbackCereal giant WK Kellogg is reintroducing box toys in a bid to spoon up nostalgia and reignite interest in a declining category. “When you think about the cereal toys, they sit at the intersection of value, nostalgia and competition,” Lyons Wyatt said. More consumers look to nostalgia as a form of escapism and comfort during uncertain times, and cereal box toys represent a core childhood memory for many who grew up in the '90s. Stuffing toys into every box can erode consumer trust if the toys are ubiquitous or poor quality. But as cereal brands try to win back consumers and their kids, they must ensure they’re delivering value, not just novelty.