HOUSTON – A decades-old tradition inside Cracker Jack boxes is coming to an end. Toy prizes will be replaced with digital codes that can be scanned for baseball-themed games on a mobile app, according to a release.
"We are a brand that authentically reminds people of simpler times, childhood memories and family experiences," Haston Lewis, senior director of marketing of Frito Lay, said in a statement.
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"With this redesign and new mobile game experience, the Cracker Jack brand embraces a modernized, young-at-heart attitude while keeping that treasure feeling of childhood wistfulness."
Cracker Jack-eaters can play by downloading the Blippar app and scanning the Prize Inside sticker. The digital code unlocks four different baseball-themed experiences: Dot Dash, Dance Cam, Get Carded and Baseball Star.
On social media, many people voiced their discontent with the prize change and were upset with the company's sudden embrace of technology.
The signature striped boxes and logo are getting a makeover as well.