Tony the Tiger - Kelloggs Frosted Flakes mask (1990) - backside

This colorful Tony the Tiger mask was issued on the back of Kellogg’s Frosted Flakes boxes in 1990, carrying the classic “Be a Tiger” slogan that had defined the brand for decades. By the late 1980s and early 1990s, Tony had already become one of advertising’s most recognizable mascots, symbolizing energy, strength, and family fun. This promotion encouraged kids to cut out Tony’s face and literally “become the mascot,” reinforcing brand identity through play.

Unlike the fragile paper masks of the 1930s–50s, this later issue reflects Kellogg’s push to modernize its marketing with bold colors and more durable cardstock-style printing.

Date: 1990 (dated panel, “Better if used before: May 30, 1990”)

Origin: Kellogg’s Frosted Flakes cereal backside premium

Size: 7 x 12 inches

Rarity: While more recent than earlier cereal masks, complete uncut box backs like this are increasingly collected as 1990s nostalgia grows.