Toys in cereal boxes... that's so 80s. I love it.
I don't think western countries have toys in cereal boxes anymore, due to safety and lawsuits over choking hazards... even if the toy isn't inside the bag with the actual cereal. (I guess kids are too busy watching cartoons at breakfast to see what they are spooning into their mouth)
The lawsuit-happy parents killed off all the fun for the kiddies.