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Give the Gift of Holiday Happiness: Kellogg’s Rice Krispies Helps Turn Treats into Real Toys for Children in Need
Toy-shaped Rice Krispies Treats Transform Into Real Toys For Canadian Children in Need This Holiday Season

MISSISSAUGA, ON (December 11, 2018) – The gift giving season is here but not all Canadians have something to celebrate. For the 1 in 7 Canadian children living in poverty†, presents under the tree may only exists in their dreams. This holiday season, Kellogg’s Rice Krispies encourages Canadians to tap into their gift-giving spirit and make a difference while sharing a teachable moment with loved ones.

A recent survey†† by Kellogg’s Rice Krispies reveals that seven out of ten Canadians (69 percent) find it more gratifying to give gifts than receive them. And 85 percent agree it is important to educate children about charitable giving. The Kellogg’s Rice Krispies #TreatsForToys program is the ultimate holiday activity that encourages families to create a toy-shaped Rice Krispies treat, share it on social media with #TreatsForToys or at and give to the less fortunate! For each creation shared, Kellogg’s Rice Krispies will donate $20††† to The Salvation Army to buy a real toy for a child in need. For the sixth anniversary of the #Treats For Toys program, Kellogg’s Rice Krispies and The Salvation Army are asking Canadians to help them reach a milestone of 30,000 donated toys.

The Gift of Giving

“During the holidays, many parents want to involve their children in supporting those less fortunate,” says Christine Jakovcic, Vice President Marketing, Kellogg Canada Inc. “We’re thrilled #TreatsForToys has become a holiday tradition and provides a teachable moment for kids to give back in a fun – and delicious – way.”

“Every child should experience the holiday joy of unwrapping a toy, but sadly, that’s not the reality for many children in Canada,” says Major John Murray, Public Relations and Development Secretary for The Salvation Army in Canada and Bermuda. “We can all make a difference and The Rice Krispies #TreatsForToys program provides an ideal way to combine fun with philanthropy for children.”

Make. Share. Give!

Spreading joy this holiday season is as easy as Snap, Crackle, Pop:

  1. Make: Choose a favourite Kellogg’s Rice Krispies cereal variety, like festive multi-coloured Limited-Edition Holiday Rice Krispies cereal, Rice Krispies Brown Rice Gluten-Free cereal, or even Rice Krispies Original cereal and follow the Kellogg’s Rice Krispies Treats original recipe on the box. Then, create a toy-shaped treat using the recipes on or get creative and design something unique.
  2. Share: Upload a picture of the toy-shaped treat to or share it on social media using the #TreatsForToys hashtag
  3. Give: For every photo submitted before December 31, Kellogg’s Rice Krispies will donate $20††† to The Salvation Army to buy a real toy for a child who may otherwise go without.

Visit for toy-shaped treats inspirations, including videos, recipes and more!


Driven to enrich and delight the world through foods and brands that matter, Kellogg Canada is the leading producer of ready-to-eat cereal in Canada. Every day, our beloved brands nourish families so they can flourish and thrive. These include All-Bran*, Kellogg’s Corn Flakes*, Corn Pops*, Eggo*, Froot Loops*, Kellogg’s Frosted Flakes*, Kashi*, Kellogg's Two Scoops Raisin Bran*, Mini-Wheats*, Nutri-Grain*, Pop-Tarts*, Pringles*, Rice Krispies*, Special K* and Vector*. And we’re a company with a heart and soul, committing to help create 3 billion Better Days by 2025 through our Breakfasts for Better Days global purpose platform. To learn more about our responsible business leadership, foods that delight and how we strive to make a difference in our communities around the world, visit To learn more about Kellogg Canada’s efforts in these areas, please visit

* © 2018, Trademark of Kellogg Company used under license by Kellogg Canada Inc.

†Angus Reid Institute, 2018,

†† ABOUT THE TREATS FOR TOYS SURVEY From November 16th to November 19th, 2018 an online survey was conducted among 1,518 randomly selected Canadian adults. The margin of error—which measures sampling variability—is +/- 2.9%, 19 times out of 20.

††† For every original photo of a Rice Krispies toy treat uploaded to or posted to your public Facebook, Twitter or Instagram account between October 4 and December 31, 2018, with the hashtag #TreatsForToys in the post, Kellogg will donate $20.00 to The Salvation Army (up to a maximum of $30,000), which will be used to buy toys for children in need across Canada. Must be a Canadian resident and 13+ to participate. By submitting your photo to Kellogg, you agree that Kellogg can use your photo and/or post for promotional purposes. Limit of one donation per toy treat, regardless of the number of original photos taken of it. Visit for full terms and conditions. © 2018 The Salvation Army in Canada.