News and Commentary

Kellogg’s New Cereal Encourages Kids to Select Their Preferred Pronouns
NEW YORK, UNITED STATES - 2019/10/17: Joshua Rush attends Spirit Day in support of GLAAD LGBTQ community and against bullying campaign at Kellogg's NYC store. (Photo by Lev Radin/Pacific Press/LightRocket via Getty Images)
Lev Radin/Pacific Press/LightRocket via Getty Images

When I was a kid, the back of cereal boxes alleviated breakfast boredom with mazes, word jumbles, and stats on popular sports figures. These days, Kellogg’s is encouraging children to while away the pre-school-bus hours on a different sort of activity — selecting their preferred pronouns.

The company started promoting its new limited edition LGBTQ “Pride” cereal, which features brightly-colored, berry-flavored hearts dusted with edible glitter (ideal for attracting little appetites), back in April. The company’s press release and the attendant laudatory news stories all highlighted the front of the eye-catching purple box that sports the tagline (“Kellogg’s x GLAAD: Together with Pride”) along with jolly-looking cartoon spokesmen Tony the Tiger, Toucan Sam, the Honey Smacks Frog, and Rice Krispies’ trio, Snap, Crackle, and Pop. But none of that coverage explicitly mentioned the side of the box that takes the agenda even further.

Political commentator and podcast host Dave Rubin drew attention to that element Monday afternoon by posting a photo of a side panel on Twitter. The panel sports a list of pronouns, including “they/them.” After the list, it invites kids to “add your own” on two additional lines.

Kellogg’s push to market transgender pronouns to kids follows on the heels of other companies releasing LGBTQ-themed children’s products in time for June, when gay activists celebrate Pride month. Last week, Lego unveiled a rainbow-hued building set, saying the colors are meant to symbolize the rainbow LGBTQ flag (though, of course, for Christians and Jews, the rainbow has for millennia symbolized God’s promise to never again flood the world). The set’s name — “Everyone is Awesome” — is a play on the theme song from the animated “Lego” movie that was a massive hit with young audiences.

Much like Pride-themed toys, Melissa, a homemaker and mom of two, ages nine and three, believes everything about Kellogg’s new cereal is designed to target minors. Upon seeing Rubin’s post, she tweeted, “They want our kids. Over this momma’s dead body. By God’s grace, my children will fear the Lord & walk in His ways, & I am devoting my life to that effort.”

Expanding on that sentiment, she later told the Daily Wire, “As a parent, it is incredibly disturbing to see companies and products that we used to be able to rely on for providing simple childhood joys, like cereal or cookies, now employing their cartoon mascots to target the hearts and minds of our children with an agenda that runs contrary to our family’s values.”

So the next time parents are at the grocery store, they might want to double check the labels on those brightly-colored, cartoon-character-marketed boxes of cereal … and not just for the sugar content.

The views expressed in this opinion piece are the author’s own and do not necessarily represent those of The Daily Wire.

The Daily Wire is one of America’s fastest-growing conservative media companies and counter-cultural outlets for news, opinion, and entertainment. Get inside access to The Daily Wire by becoming a member.

Already have an account? Login