Illustration of an orange, white and black tiger’s head wearing a space helmet and an orange scarf with black text on a blue background and dark red text along top edge of the button.
Made in U.S.A.
This button showing Kellogg's Tony the Tiger mascot was part of the company's Astronaut Breakfast Game. Piggybacking on the popularity of space travel in the 1960s, the promotion issued to teachers encouraged kids to "Be First to Have Breakfast on the Moon" by eating a healthy breakfast, which not surprisingly included a bowl of Kellogg's cereal. The game tracked what each student had for breakfast on school days over a four-week period. Points were awarded based on items eaten. Each player used white game pieces, with the blue ones (such as shown here) given to the winning team.
Kellogg's was founded in 1906 in Battle Creek, Michigan as the Battle Creek Toasted Corn Flake Company. Tony the Tiger has been the mascot for Frosted Flakes since its introduction in 1951 as Sugar Frosted Flakes. The cereal was renamed in 1983. The character was voiced for over 50 years by Thurl Ravenscroft, who also did voiceover work in several movies and sang "You're a Mean One, Mr. Grinch" from the 1966 TV special Dr. Seuss' How the Grinch Stole Christmas.