Who among us has n’t dump an entire box of food grain just to get the prize inwardly ? Well , consider this : It might take just seconds to empty the loge to get to that toy , but it can take up to 18 months to get it there .
That ’s according to Mike Siemienas , a spokesman for General Mills , who say his company considers all kinds of variables before deciding what prizes make it into their cereal , including thetoy categoryin general , play movement and influences from small fry .
After all , it ’s all about the Thomas Kyd . They ’ve been clamoring for the those prizes and biz since 1909 whenKellogg ’s became the firstcompany to begin using " premiums " in its cereal grass product . General Mills followed inthe 1930s , and has tempted the tiniest of dining car with the best of American pop culture delicacy , including Lone Ranger comical books , Green Hornet ring , Hello Kitty stickers , and of course , " Star Wars " goodies . The most nostalgic cereal toy are now collectibles .
Toys became such a significant part of merchandising cereal that General Mills had its own toy division from 1965 through the mid-’80s , acquiring Rainbow Crafts ( the company that made Play - Doh ) , Kenner and Parker Brothersto make it . by from get toys for its cereals , General Mills toy naval division produced some of the most memorable toy of that time , include Betty Crocker Easy - Bake Ovens , the Spirograph , Nerf Ball , and natural process figures for the pop ' 70s telecasting serial publication " Six - Million Dollar Man " and " Bionic Woman . "
Perhaps the company ’s most successful collaboration is its partnership with the " Star Wars " franchise . In 1977 , the year the eponymic first film in the serial publication ( now known more elaborately as " Star warfare : Episode IV - A New Hope " ) debut in theater , General Mills and its miniature naval division , Kenner , jumped at the chance several company turn down : a licensing opportunity with the film . The gamble paid off . " Star war : Episode IV - A New Hope " was a huge succeeder . A year later , General Mills ( via Kenner ) make the 12 original " Star Wars " action number and a plastic Millennium Falcon spaceship , and its Cheerios , Trix , Cocoa Puffs and Lucky Charms cereals had " Star Wars " pic poster , stick - on toys , cards , cling gliders and kites inside for fans .
Through the year , not only have toys changed to reflect what ’s in the box office , the miniature have also deepen with child ’s expectations . Now , there ’s a " greater interest in the collectability of an in - box premium , " Siemienas aver via electronic mail , and the quality of the play experience matters , too . Parents , and by proxy , their children , affect what toy become box premiums through subject area where parent share what their tiddler like and do n’t care .
" Our goal is to team up with the best better half that are relevant to current cultural trends and give - away detail that the whole family may enjoy , " Siemienas says . " Some item are for shortsighted - term sport and others are collectibles that people keep for years . " But , he says , other things impact the toys they choose , too , including their collectability , size , prophylactic standards and the fun they bring to consumers .
General Mills no longer has a toy class ( General Mills spun off Kenner Parker Toys in 1985 ) but itslicensing partnership with " Star Wars " is solid . After 40 class , the companionship is now including " Star Wars"toys and premiumsdesigned to appeal not only to kid , but to the first contemporaries of " Star Wars " fans — the parents who are now share their favorite film franchise with their children . " This behaviour is most prevalent when the grownup and child have a deal stake in an established versus new property , " Siemienas says .
As for what you may expect in or on cereal box in the future , General Mills does n’t like to bumble the surprise . Though it ’s safe to take over that " Star Wars " will appear on the food grain gangway again soon , with " Star Wars : The Last Jedi " coming to theater in December . But , as Siemienas told us , " If we were n’t excited about a agio item , we would not put it in a corner . "
