Kellogg’s Rice Krispies turns treats into toys for Canadian children in need

By Gill Hyslop

- Last updated on GMT

Kellogg Canada is hosting the sixth annual #TreatsForToys program to give toys to kids in need. Pic: Kellogg
Kellogg Canada is hosting the sixth annual #TreatsForToys program to give toys to kids in need. Pic: Kellogg

Related tags Kellogg company The Salvation Army Rice krispies

For every toy-shaped Rice Krispies treat shared on social media with the #TreatsForToys hashtag, Kellogg Canada will donate $20 to The Salvation Army to buy a toy for underprivileged kids.

The gift-giving season is here but not all Canadian children are looking forward to a present from under the Christmas tree.

According to the Angus Reid Institute, one in seven Canadian children live in poverty.

As easy as Snap, Crackle and Pop

Treats for toys car

Choose your favourite Kellogg’s Rice Krispies cereal variety – like the Limited-Edition Holiday Rice Krispies cereal or Rice Krispies Brown Rice Gluten-Free cereal – and follow the Rice Krispies treats recipe on the box.

Then create a toy-shaped treat – inspirations available on – and share a pic on social media using the #TreatsForToys hashtag before December 31.

“Every child should experience the holiday joy of unwrapping a toy, but sadly, that’s not the reality for many children in Canada,” ​said Lieutenant-Colonel John Murray, secretary for Communications for The Salvation Army in Canada and Bermuda.

To spread the love, Kellogg Canada is again hosting its highly successful #TreatsForToys campaign to urge Canadians to make a difference.


The Kellogg’s Rice Krispies #TreatsForToys program encourages consumers to create a toy-shaped Rice Krispies treat and share it on social media with the #TreatsForToys hashtag.

For each creation shared before the year is out, Kellogg’s Rice Krispies will donate $20 to The Salvation Army, which will be used to buy toys for children in need across Canada.

To celebrate its sixth anniversary, Kellogg and The Salvation Army are asking Canadians to help them reach a milestone of 30,000 donated toys.

“During the holidays, many parents want to involve their children in supporting those less fortunate,”​ said Christine Jakovcic, VP, ,arketing, Kellogg Canada.

“We’re thrilled #TreatsForToys has become a holiday tradition and provides a teachable moment for kids to give back in a fun – and delicious – way.”

Better to give than get

A recent online survey of over 1,500 Canadian adults by Kellogg’s Rice Krispies revealed that 69% of them find it more gratifying to give than receive.

More significantly, 85% agreed it is important to educate children about charitable giving.

“We can all make a difference and The Rice Krispies #TreatsForToys program provides an ideal way to combine fun with philanthropy for children,”​ said Lieutenant-Colonel Murray.

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