After more than 100 years and 23 billion tiny toys, Cracker Jack is no longer adding those traditional surprises to its packages of caramel-coated popcorn.
Plano-based Frito Lay, which owns the iconic brand, is replacing little plastic toys, temporary tattoos and the like, with a QR code on a sticker that links to mobile games customers can play.
“The Cracker Jack Prize Inside has been as much a part of the nostalgia and love for the brand as the unforgettable combination of caramel-coated popcorn and peanuts,” said Haston Lewis, senior director of marketing, Frito-Lay in a news release on Monday. “The new Prize Inside allows families to enjoy their favorite baseball moments through a new one-of-a-kind mobile experience, leveraging digital technology to bring the iconic Prize Inside to life.”
The updated packaging has “a red and white striped pattern with a youthful Sailor Jack and his sidekick pup, Bingo, as the logo,” the company announced.
Cracker Jack started in Chicago in 1893. Toys were added in 1912.
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