Cracker Jack Toys Are Now Digital Because Your Childhood Is Dead

Very few foods say nostalgia like a box of Cracker Jack popcorn. The iconic sailor boy, presumably named "Jack," and his accompanying dog have been part of the American diet, and psyche, since 1896.

While Cracker Jack continues to play up nostalgia on its packaging (though the young lad appears to have gotten a new dog), the signature gifts inside have taken a decidedly modern turn. Gone are the glory days of little lead toys that were easy to choke on, and welcome to the era of digitized Cracker Jack surprises.

After 125 years of providing children (and adults) with tangible surprises, the good folks at Frito-Lay have decided to keep up with the times and provide consumers with what they call the Prize Inside Mobile Experience.

Instead of reaching through a sea of kernels for the usual plastic toy, Cracker Jack buyers—or, "users," as they have been deemed—will be getting stickers with codes at the bottom of the box. In order to use the prize, they will then have to download the Blippar app, scan the Prize Inside sticker, and finally "enjoy bringing the ballpark to life on your mobile device."

But that's when the real family fun begins. Cracker Jack users can then use their sticky caramel hands to navigate one of four prizes which allow them to "show off your dance moves on a simulated baseball field jumbo screen on your phone, control the outcome of the legendary Dot Race, or make yourself a baseball star in baseball cards and autographed photos that can be traded and shared with your family and friends." Sounds like fuuuun…

While digital technology tends to make things easier, this more complicated process of giving stuff away is part of Frito-Lay's effort to modernize a 125-year-old tradition.

"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," Haston Lewis, senior director of marketing at Frito-Lay, said in a press release. "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."

This move is in keeping with other classic PepsiCo brands adapting to new markets. Just last week, PepsiCo, which owns Frito-Lays, announced that its flagship soda was becoming less and less important to itself and consumers.

"We are a brand that authentically reminds people of simpler times, childhood memories and family experiences," said Lewis. "With this redesign and new mobile game experience, the Cracker Jack brand embraces a modernized, young-at-heart attitude while keeping that treasured feeling of childhood wistfulness."

But with this new approach, the real surprise inside would be if a child actually feels any wistfulness from downloading a baseball app.