News Releases

Transform a Toy-Shaped Treat into a Real Toy to Help a Child in Need this Holiday Season


  • Get down Robo Rob! Check out these dance moves in support of Rice Krispies #TreatsforToys [vid]:
  • Vinny Vroom getting groovy and racing for children in need. #TreatsforToys #Watchthis:
  • LOL! Watch Princess Sweetums get a little ‘froggy’ #TreatsForToys [vid]:
  • Help a child unwrap a smile this holiday season. See Yummy the Bunny be cheerful and funny! #TreatsforToys [vid]:

MISSISSAUGA, ON, November 13, 2014 – Family, friends, the comforting smell of turkey in the oven and the joy of unwrapping a present all make the holidays a special time, but it’s giving back to those in need that truly fills us with the festive spirit.

Make a treat. Make a difference. To celebrate the season, Kellogg’s Rice Krispies cereal and The Salvation Army are once again partnering on the Rice Krispies #TreatsforToys holiday program — a fun, heartwarming and easy way to share joy with families in need across Canada. From now until December 24, Kellogg’s Rice Krispies will donate a toy to a child in need whenever a Canadian shares a photo of a toy-shaped Rice Krispies treat on Facebook, Twitter or Instagram using the #TreatsforToys hashtag. Canadians can find inspiration for their creations at

“Every child deserves to experience the joy and excitement of unwrapping a gift during the holidays. Sadly not every Canadian child has that opportunity,” explains Major Les Marshall, Public Relations and Development Secretary for The Salvation Army in Canada and Bermuda. “That’s why we are so thrilled to partner with Kellogg on the Rice Krispies #TreatsforToys program for a second year in a row. With their generous support we can continue to make the holidays a little brighter.”

Making a Difference — Easy as Snap! Post! Tweet!

This year it’s easier than ever to share the spirit of the season by taking part in the Kellogg’s Rice Krispies #TreatsforToys program. Canadians from coast-to-coast can participate simply by creating a toy-shaped treat out of Kellogg’s Rice Krispies cereal. Participants can take inspiration from five toy-shaped recipes found on or can get creative and develop their own toy recipe.  With no baking required, everyone in the family can join in the fun.

Kellogg’s Rice Krispies is proud to build on the success of the #TreatsforToys holiday program and to once again be partnering with The Salvation Army,” says Chris Bell, Vice President, Marketing, Kellogg Canada Inc. “By coming together as a family to make fun and delicious toy-shaped treats, parents can show their little ones what it means to give during the holidays. It’s such a simple, interactive and rewarding way to share in the festive spirit together.”

Making a big difference is easy:

  • Create your toy-shaped treat using one of five Kellogg’s Rice Krispies recipes available on or design your own!
  • Take a picture of your treat and upload the picture to Twitter, Facebook or Instagram using the #TreatsforToys hashtag
  • Kellogg’s Rice Krispies will donate $20 to The Salvation Army to buy a real toy for a child

A Little Bit of Inspiration — Toy Recipes

Using any Kellogg’s Rice Krispies cereal as the base, families can choose to make one or more of the five NEW toy-shaped treats — or they can get creative and make up their own design!

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:

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:

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:

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:

The Kellogg’s Rice Krispies #TreatsforToys Holiday Program is being supported by a fully integrated communications campaign including print, online videos, online media, social media outreach, recipe booklets, 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


* © 2014, Trademark of Kellogg Company used under licence by Kellogg Canada Inc.

† For every original photo of a treat uploaded using #TreatsforToys between October 1, 2014 – December 24, 2014, Kellogg will make a donation of $20 to The Salvation Army, up to a maximum of $30,000. The Salvation Army will use the donations to buy toys for children across Canada.