Stir Up Some Holiday Magic: Transform Kellogg's Rice Krispies* Treats into Real Toys for Kids in Need

Rice Krispies Treats for Toys Celebrates its Fifth Year with a "Moving" New Challenge

MISSISSAUGA, ON, Nov. 23, 2017 /CNW/ - Magic is in the air during the holidays. Whether it's connecting with loved ones, experiencing pure joy as children open presents, or helping the less fortunate, it's the simple pleasures that create holiday memories to treasure.

As we get wrapped up in the festivities, we may forget that the holidays are not idyllic for many children across Canada, especially for those kids who find no presents under the tree. But Canadian families can help make a difference.

Kellogg's Rice Krispies* and The Salvation Army are teaming up with Canadians to stir up some holiday magic for kids across the country. Celebrating its fifth anniversary, the Rice Krispies Treats for Toys program transforms homemade treats into real toys for kids in need – just like magic! Canadians can help by making a toy-inspired Rice Krispies treat, keeping in mind this year's challenge to build a Rice Krispies toy with moving parts. Share a photo of your creation, and Kellogg Canada will donate $20† to The Salvation Army to buy a real toy for a child in need.

A Teachable Moment That Makes a Difference
"During the holidays, many parents want to foster the tradition of giving back with their children," says Natasha Millar, Senior Director, Ready to Eat Cereal and Beverages, Kellogg Canada Inc. "We're thrilled that Treats for Toys has become an annual holiday activity for many families, and provides a teachable moment when kids can give back in a fun, rewarding – and delicious – way."

The Rice Krispies Treats for Toys program has raised more than $130,000 for The Salvation Army to date. "Every child should experience the holiday joy of unwrapping a new toy, but sadly, we know that's not the case for many kids across Canada," says Major John Murray, Public Relations and Development Secretary for The Salvation Army in Canada and Bermuda. "That's why we are thrilled to be partnering again on the Rice Krispies Treats for Toys program. This initiative makes a tangible difference, and it provides a positive experience by combining fun with philanthropy for children."

Snap. Crackle. Pop. Make. Share. Give.
It's super simple to spread holiday joy to children across Canada this holiday. Just follow these three steps:

1. Make: Start with your favourite Kellogg's Rice Krispies cereal variety. Be a traditionalist, or get festive with multi-coloured Rice Krispies Holiday Edition cereal; keep it gluten-free with Rice Krispies Brown Rice Gluten-Free cereal, or add a hint of sweet with Rice Krispies Vanilla Flavour cereal. Then, stir up the Kellogg's Rice Krispies treats original recipe and shape the gooey goodness into a toy-inspired treat. Use the thought-starters from TreatsForToys.ca or get creative and design something new! This year's challenge is to make a toy with a moving part, but if that's too much for your budding designer, a traditional toy-shaped treat will work too!
2. Share: Take a picture of your treat and upload the photo to TreatsForToys.ca. And if your creation has moving parts, share a Boomerang image for extra fun. 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 by December 22, 2017, Kellogg's Rice Krispies will donate $20† to The Salvation Army to buy a toy for a child.

For further details on Kellogg's Treats for Toys program, check out this fun video: http://bit.ly/RKTreatsForToys_Video. 

Shape a Child's Holiday
Through Rice Krispies Treats for Toys, Canadian families can transform the holidays for a child – no baking required. Choose from traditional designs such as a princess doll, dinosaur, race car or robot, or step it up and accept this year's challenge to make it move. Here are a few ideas developed by our Rice Krispies Treats for Toys Ambassadors:

Snap, Crackle, "Chop-per"
Clear the heli-pad! This tasty helicopter is coming in for a holiday landing, complete with a propeller that actually spins for even more delicious fun. Check out how to create your own chopper at http://bit.ly/RK_Helicopter.

"Ice" Krispies!
Triple axel, anyone? Take one of Canada's best winter traditions from the rink to the kitchen with this pair of ice skates, all laced up for yummy fun. They look and taste great, and best of all, no cold toes! Glide to http://bit.ly/RK_IceSkates  to get tips on creating your own pair. 

Holiday Fun to the Rescue
Be a holiday hero and heat up the season with this Fire Truck that's ready to rescue fun times together. To spark some creativity in your kitchen, race to the step-by-step instructions at http://bit.ly/RK_FireTruck.

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 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 www.kelloggcompany.com. To learn more about Kellogg Canada's efforts in these areas, please visit www.kelloggs.ca.

* © 2017, Trademark of Kellogg Company used under licence by Kellogg Canada Inc.

† For every original photo of a Rice Krispies toy treat uploaded to treatsfortoys.ca or posted to your public Facebook, Twitter or Instagram account between October 5 and December 22, 2017, 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 treatsfortoys.ca for full terms. © 2017 The Salvation Army in Canada.

SOURCE Kellogg Canada Inc.

For further information: Sybil Eastman, Strategic Objectives, 416 366 7735 x 254, [email protected]