It was always a treat for a kid to find a toy in a box of cereal. This prize was offered in the 1980s by Kellogg’s in their Frosted Flakes cereal. At that time we lived in the western suburbs of Chicago. I was active in a physics teacher group that met monthly in order to share teaching ideas and demonstrations. There were two other groups for the northwest and the southwest suburban areas, as well as a group active in Chicago itself.
Once a year all of the groups met at a central college campus for an evening of sharing and give-aways. Melanie suggested that I should write to Kellogg’s and request some Diving Tony toys to give away to the teachers at the next meeting. That I did. Kellogg’s sent me a free boxful of perhaps 100 of the toy. Needless to say, Tony was a big hit with the physics teachers. Everyone got to take Diving Tony the Tiger home to show their students.
Recently, we were watching NCIS, one of Melanie’s favorite shows. There was a scene in which a small diving toy-like device was used to show how some criminals accessed their underwater drug stash. We both looked at each other, laughed, and said ‘Diving Tony!’ That prompted me to write to Kellogg’s again.
Dear Kellogg’s
In the mid-80s, I wrote to Kellogg’s and requested a large number of Diving Tony the Tiger toys to give away to my fellow physics teachers at a large meeting. The company graciously obliged and sent me a box of them. There might have been 100 in that box.
Do you have some background information about that promotion that I can read? History, popularity, how many the company gave away in cereal boxes, etc. I am not able to find much on your site or anywhere else.
Thank you … Jim
Jim,
Thank you for taking the time to contact us. To better assist you with this, we ask if at all possible. If you could can send or email us an image of the item that was provided (tony the tiger toys) ?
Thanks again, Jim, for contacting us.
This video should be helpful. It was posted by Doug McCoy on YouTube.
Jim,
We appreciate you following up with the link to the YouTube video showing the diving Tony premium offered in 1987.
While details are limited on this item, I was able to find out that this was an extremely popular item that we offered in the 1980s. Over 27 million were packaged in boxes of Frosted Flakes in 1987 between October and December. Additionally, there was a “Tony’s Treasure Hunt” on the side of the box that could be placed behind a water source and used as a game. With 4 different depths, it was your objective to be able to get Tony to each depth and back to the surface.
Please know that your comments regarding our past premiums are valued and will be shared with the team.
Thank you again, Jim, for contacting us. We wish you all the best.
I found this comment posted 2 years ago on the YouTube channel below the video.
Nostalgia Factor…
I had a friend who dove Tony in a bottle then capped and sealed it with tape. He hid that sealed bottle in a closet for years. I told this story to another one of my friends & his eyes lit up, regaling me with his love for that lost toy. we rescued Diver Tony from the closest & took that thing everywhere. I once visited a rest stop on I-23 near Battle Creek, MI where Kellogs were having a demo. Met Tony the Tiger and showed him my Diver Tony. He did a little dance and took a picture with me.
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