Starting the Day Off Right
In the 60's, breakfast cereal was the market to be in! It seemed like a new brand came out every week, and it looked better than the one before it. Saturday and Sunday mornings were the best times for these. I used to have a plastic cowboy hat cereal bowl, and cowboy boot milk cup. Of course, I was much younger then, and I eventually graduated to the real thing. As I grew, so did the enticing list of breakfast cereals in the world. The variety of 60's breakfast cereal is, in fact, is so overwhelming, that I couldn't begin to list each one here.
I did have my favorites like everyone, and often they would be accompanied by a glass of chocolate milk courtesy of Nestle's Quik. A nother novelty that I was crazy for was the plastic robot container of Clanky chocolate syrup to put in milk. Often mom would make us wait for an hour after breakfast before having the milk, but then sometimes we were up much earlier than she was! My dad was a very early riser and preferred to hide out in his shop. (Who could blame him?)
What genius could have possibly come up with the idea of free toys inside the cereal boxes? These were the best things ever! Some had to be sent away for with either a small amount of money, or several box tops. These offers added a new expression to my youthful dictionary: "Proof of Purchase". My greatest acquisition was a Matchbox Motorcycle, a new toy that hadn't yet been released on the market. I collected Matchbox cars like a madman, and naturally had to have this new one. The free stuff had no limit; coloring books, puzzles, collectible cards and more came inside these boxes.
Saturday moring TV waged an all-out assault on we kids' psyches; newer cereal commercials were crawling out of the advertising woodwork. Must haves like Quisp, Quake, Lucky Charms, Apple Jacks were added to mom's weekly shopping list. Old favorites like Capt. Crunch were always being improved and had such wonders as crunchberries!If that wasn't enough, a wonderfully new breakfast innovation happened:
Pop Tarts! Pop Tarts were the greatest things I'd seen in years. Strawberry and blueberry were my favorite flavors. Straight from the toaster, and steamy hot, these were great on cold winter mornings before heading out the door to school. Pop Tarts came into our household between 1965 and 1966.
These wonderful breakfast cereals, along with their colorful boxes, and greater advertising gimmicks have a special place in my heart as they were as much of me as anything could be.