News Releases

Kellogg’s Rice Krispies* & The Salvation Army Make Giving Back Easy with NEW Treats for Toys Holiday Program

MISSISSAUGA, Ontario, Nov. 12, 2013 – Everybody knows that chestnuts roasting on an open fire, Jack Frost nipping at your nose, a turkey and some mistletoe help make the holiday season bright, but it’s helping those in need that really warms the heart.

As families across Canada come together this holiday season, Kellogg’s Rice Krispies* cereal and The Salvation Army are partnering on the Rice Krispies Treats for Toys* holiday program — a fun, new, creative and easy way to share the festive spirit with families in need. From now through December 22, Rice Krispies will donate $20 to The Salvation Army, to a maximum of $30,000, whenever a Canadian uploads a photo of toy-shaped treat using Rice Krispies cereal to The Salvation Army will use the donations to buy toys for children in need.

“Part of the magic of the holiday season for children comes from unwrapping a new toy,” says Captain Les Marshall, Public Relations and Development Secretary for The Salvation Army in Canada and Bermuda. “Unfortunately, not every Canadian child gets to experience this. That’s why we’re thrilled to partner with Kellogg’s Rice Krispies on the Treats for Toys program, and spread festive joy to children across Canada.”

Making a Difference — Easy as Snap! Crackle! Pop!

Everyone can take part in the Rice Krispies Treats for Toys holiday program by creating their own design of a toy-shaped treat from Rice Krispies cereal or, for inspiration, can create one of five toy-shaped recipes found on  Once created, you can transform your delicious, toy-shaped treats into a $20 donation to The Salvation Army.  With no baking required, even the youngest members of the family can get involved and experience family fun getting creative in the kitchen.

Making a difference is easy:

  • Select one of five new Rice Krispies recipes available on to make a toy-shaped treat. Or, get creative and come up with your own!
  • Take a picture of your treat
  • Upload the picture to
  • Rice Krispies will in turn donate a toy to a child in need

Share the delicious, feel-good fun online using the #treatsfortoys hashtag.

“Learning the importance of giving can happen at any age, and the new Rice Krispies Treats for Toys holiday program makes it easier than ever for parents to share this lesson with kids,” says Natasha Millar, Interim Vice President, Marketing, Kellogg Canada Inc. “The simple task of making delicious treats made from Rice Krispies cereal is a great way to teach little ones how their actions can make a big difference in the lives of others and just how fulfilling it can be to give back.”

Using any variety of Kellogg’s Rice Krispies cereal as the base — limited time only colourful Holiday Rice Krispies cereal, Rice Krispies Original cereal, Rice Krispies with Vanilla Flavour cereal or Rice Krispies Brown Rice Gluten-Free cereal — families can choose to make one (or all!) of the five NEW toy-shaped treats as part of the Treats for Toys program:

  • RK-Robot Build this cheery blue robot and you’ll see it transform into a delicious treat right before your eyes.
  • Princess Pop A beautiful princess with flowing locks and a glittery pink gown turns fairytale dreams into sweet dreams-come-true.

  • Rice Krispies Roadster Vroom Vroom! Racing fans need look no further than a box of Rice Krispies for their next model car kit.

  • Snap-a-Motive All aboard! This train is choo-choo-ing in sweet holiday cheer. This colourful locomotive is something the whole family can enjoy creating.

  • Crackle-saurus Don’t let these red spikes scare you! The next Jurassic adventure can take place right on your kitchen table with this friendly giant.

About Kellogg Canada Inc.
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 well-loved brands nourish families so they can flourish and thrive. These include All-Bran*, Corn Flakes*, Corn Pops*, Eggo*, Froot Loops*, Frosted Flakes*, Kashi*, Kellogg's* Two Scoops* Raisin Bran, Mini-Wheats*, Nutri-Grain*, Pop-Tarts*, Pringles*, Rice Krispies*, Special K* and Vector*. Because we believe in the power of breakfast, we focus our philanthropic efforts on global hunger relief through our Breakfasts for Better Days™ initiative, providing 1 billion servings of cereal and snacks – more than half of which are breakfast – to children and families in need by the end of 2016. 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

* © 2013, Trademark of Kellogg Company used under licence by Kellogg Canada Inc.