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It’s The Most Wonderful Time Of The Year…Toy-Shaped Rice Krispies Treats Transform Into Real Toys For Canadian Children in Need This Holiday Season

MISSISSAUGA, ON, November 16, 2016 — Children and adults wait for it all year long – glistening snow falling, warm fires crackling and happiness filling the air. The anticipation of that one magical morning every year when families come together to unwrap joy.

It should be the most wonderful time of the year. Sadly, however, the holidays don’t shine as bright for everyone. Many children across Canada will go to sleep on Christmas Eve knowing, that unlike their friends, there may be nothing waiting for them under the tree the next morning.

To ensure no child goes without this holiday season, Kellogg’s Rice Krispies* has once again partnered with The Salvation Army for the Rice Krispies Treats for Toys program. This beloved annual tradition, now in its fourth year, has raised more than $100,000 and makes giving back easy by transforming delicious Rice Krispies treats into real toys for less fortunate kids.

“Making Rice Krispies treats during the holidays is a tradition many Canadian parents and children know and love. It’s a longstanding ritual that makes family time more special by bringing families together to help children in need during the holidays,” says Chris Bell, Vice President Marketing, Kellogg Canada Inc. “With the Kellogg’s Rice Krispies Treats for Toys program, holiday treat-making is a fun, delicious family activity and a tangible way to give back.”

Celebrating The True Spirit Of The Season
“The joy of seeing a child’s face light up when opening a present makes the holidays so special,” says Major Les Marshall, Public Relations and Development Secretary for The Salvation Army in Canada and Bermuda. “That’s why we proudly partner with Kellogg’s Rice Krispies for the Treats for Toys program each year. Together, we bring the heartwarming spirit of the holidays to kids across Canada.”

Make. Share. Give 
All it takes is three easy steps for parents and kids to make a big difference in the lives of other Canadian children. Here’s how:

1. Make:  Choose a favourite Kellogg’s Rice Krispies cereal variety, like the festive multi-coloured Limited Edition Holiday Rice Krispies cereal, Rice Krispies Brown Rice Gluten-Free cereal, or even Rice Krispies with Vanilla Flavour for a bit of sweetness. Then, using the Kellogg’s Rice Krispies treats original recipe as the base to get started, create a toy-shaped treat using the recipes available on or get creative and design something new!

2. Share: Take a picture of the treat and upload the photo to Photos can also be shared on Twitter, Facebook, Pinterest or Instagram using #TreatsForToys.

3. Give: For every photo received on the website or shared on social media before December 21, 2016, Kellogg’s Rice Krispies will donate $20 to The Salvation Army to buy a real toy for a child.

For all the need to know information on the Kellogg’s Rice Krispies Treats for Toys program, check out this fun 0:30 video:                                                            

Need Inspiration? Follow Our Recipes or Let Your Imagination Run Wild!
With Kellogg’s Rice Krispies, favourite kids’ toys can come to life as toy-shaped treats. From princesses to robots, to dinosaurs and more, there are endless DIY toy-shaped treat possibilities. And there’s no baking required. So grab some Rice Krispies cereal, decorative icing and colourful candies, and dive into creating a unique recipe or get inspired by these creations developed by beloved Kellogg’s Rice Krispies Treats for Toys Ambassadors:

Christmas Morning Smilies
Smiles, silly faces and giggles, oh my! The cheerful Christmas Morning Smiles will have you and your family grinning from ear-to-ear. Check out how to DIY these smiley guys:

Good Tidings Teddy
This cuddly toy is paws-itively adorable and will warm the hearts of all who bring him to life this holiday season! Bear in mind these how-to steps:

Little Toy Drum
With every toy-shaped treat transforming into a $20 donation to The Salvation Army to buy a toy for a child in need – this festive drum can’t be beat! See how to go from drum to yum:

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 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*. Through our Breakfasts for Better Days™ global hunger initiative, we’ve provided more than 1.4 billion servings of cereal and snacks to children and families in need around the world. 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

* © 2016, Trademark of Kellogg Company used under licence by Kellogg Canada Inc.

† For every original photo of a Rice Krispies* toy treat uploaded to or posted to your public Facebook, Twitter or Instagram account between Oct. 1/16 – Dec. 21/16, 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. © 2016 The Salvation Army in Canada.