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It’s Time for a Little Holiday Magic… Kellogg’s Rice Krispies* Helps Canadians Turn Treats into Toys for Children in Need


MISSISSAUGA, ON, November 17, 2015 - The holidays are filled with magic and joy. The magic of spending time with family and loved ones. The magic of believing in miracles. And the joy of watching the eyes of children shine as they unwrap heartfelt gifts.

Unfortunately, for many children across Canada, the holidays are missing a little bit of their magic. That’s because, while other children are gleefully unwrapping toys they have longed for all year long, they are forced to go without. This year, Canadians can once again make a big difference simply by making Rice Krispies treats, as Kellogg’s Rice Krispies* and The Salvation Army come together for the third-annual Treats for Toys holiday program. The campaign inspires Canadians to create toy-shaped treats and upload a photo of their creations to For every photo uploaded before December 21, Kellogg’s Rice Krispies will donate $20 to The Salvation Army for the purchase of an actual toy for a child in need. It’s that easy, fun and delicious to turn treats into toys and help make holiday magic happen for less fortunate kids in our communities. 

“The holidays are a time for giving back and now it’s easier than ever to share the spirit of the season and provide gifts to children in need,” says Major Les Marshall, Public Relations and Development Secretary for The Salvation Army in Canada and Bermuda. “We are thrilled to work with Kellogg’s Rice Krispies on Treats for Toys again this year to offer a fun and heartwarming way to make the holidays a little brighter for kids. We invite all Canadians to make a treat and Kellogg will help us turn that treat into a toy.”

The Recipe for Making a Difference

“We know that making holiday treats is a tradition in many homes and we are encouraging everyone to add even more meaning by making treats that make a difference,” adds Chris Bell, Vice President, Marketing, Kellogg Canada Inc. “It’s a rewarding and delicious way to spend holiday time together, and it provides a teachable moment for young children on the importance of giving back to those less fortunate.”  

Make. Share. Give.

In the first two years of the campaign, Canadians helped Kellogg’s Rice Krispies raise $70,000 for The Salvation Army to buy toys for children in need. This year, the tasty goodness of Kellogg’s Rice Krispies continues to offer little ways to make a big difference. Here’s how:

  1. First, choose your favourite variety of Kellogg’s Rice Krispies cereal to use as the base and add some snap, crackle and pop to your creation:
  • For some colourful inspiration, try Limited Edition Holiday Rice Krispies cereal that adds even more festivity to your toy-shaped treat with red and green coloured rice;
  • Rice Krispies Original cereal is the classic choice for traditionalists;
  • Rice Krispies with Vanilla Flavour adds a hint of sweetness to the original wholesomeness of rice;
  • Rice Krispies Multi-Grain Shapes boosts the fun factor with whole grain, funky shapes and no artificial flavours or colours; and
  • Rice Krispies Brown Rice Gluten-Free cereal is made with whole grain brown rice
  1. Make: Create your toy-shaped treat using the Kellogg’s Rice Krispies recipes available on or design your own!
  1. Share: Take a picture of your treat and upload the photo to  You can also share your work of art on Twitter, Facebook or Instagram using #TreatsForToys.
  1. Give: For every photo received on the website before December 21, 2015, Kellogg’s Rice Krispies will donate $20 to The Salvation Army to buy a real toy for a child

For everything you need to know about the Kellogg’s Rice Krispies #TreatsForToys program, check out this fun 0:30 video:

Toys with Taste – Grains of Inspiration

With no baking required, everyone in the family can join in on the fun of making Rice Krispies treats. Canadians are invited to stir up their own creativity with an original toy-inspired design, or find a pop of inspiration for their creations at These fun DIY videos will inspire little hands to get busy.

Reginald T. Rex

Roar! Reginald T. Rex is a friendly giant who will have the whole family clawing at the opportunity to get involved and make toy-shaped treats.
Watch this T. Rex roar:

Princess Sweetums

Live happily ever after this holiday season after you create a Kellogg’s Rice Krispies Kingdom with this beautiful princess.
See the fairytale unfold:

Vinny Vroom

Why go for a one horse open-sleigh ride when you can grab a box of Kellogg’s Rice Krispies and cruise away in Vinny?
Go for a virtual spin:

Yummy the Bunny

An adorable bunny with holiday cheer will have the whole family doing the bunny hop! See Yummy the Bunny be cheerful and funny:

Robo Rob

Build Robo Rob into the cheerful and delicious robot that he is and he’ll transform into a $20 donation. Check out Robo Rob in action:

Treats for Toys is part of Kellogg’s commitment to family and community, and we have continued to see positive response and engagement from consumers over the years,” concludes Bell. “We want to thank Canadians for embracing the program. I can’t wait to see all of this year’s creative masterpieces and join with families across Canada to stir up a little holiday magic for kids from coast-to-coast.”

An integrated, multi-agency program, Kellogg’s Rice Krispies Treats for Toys is an award-winning, fully integrated communications campaign supported by print, online videos, social media, in-store display and POS, and public relations.


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*, 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*. Through our Breakfasts for Better Days™ global philanthropic initiative,  we’re providing 1 billion servings of cereal and snacks – more than half of which are breakfasts – to children and families in need around the world 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

* © 2015, Trademark of Kellogg Company used under licence by Kellogg Canada Inc.

† For every original photo of a treat uploaded to or posted to your public Facebook, Twitter or Instagram account between October 1, 2015 and December 21, 2015 including the hashtag #TreatsforToys in the post, Kellogg will donate $20.00 to The Salvation Army, which will be used to buy toys for children across Canada. By uploading a photo to or submitting a photo to your public Facebook, Twitter or Instagram account using the hashtag #TreatsforToys, you agree that Kellogg can use your photo/post for promotional purposes. Visit for full rules. ©The Salvation Army in Canada.