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RetailFrito-Lay

Cracker Jack Is Getting Rid of the Best Thing About Cracker Jacks

By
Michal Addady
Michal Addady
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By
Michal Addady
Michal Addady
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April 28, 2016, 11:59 AM ET
Toronto Blue Jays v Baltimore Orioles
BALTIMORE - APRIL 09: A vender sells Cracker Jack during the game between the Baltimore Orioles and the Toronto Blue Jays on Opening Day at Camden Yards on April 9, 2010 in Baltimore, Maryland. (Photo by G Fiume/Getty Images)Photo by G. Fiume—Getty Images
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Cracker Jack is making a huge change to its iconic Prize Inside for the first time in nearly 125 years.

Instead of opening up your Cracker Jacks bag to discover a fun toy at the bottom, you will be offered a “one-of-a-kind mobile experience.” According to a press release, you now have to dig through your caramel popcorn and peanuts to find a digital code. The code will correspond with the Blippar app, which can be downloaded on either an Android or iOS device, which offers four different baseball-themed games—Dot Dash, Dance Cam, Get Carded, and Baseball Star.

[playbuzz-item url=”//www.playbuzz.com/fortune/what-would-you-rather-see-in-your-cracker-jacks”]

 

 

“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 for Frito-Lay said in the 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.”

Getting rid of toy prizes isn’t the only change the Frito-Lay brand is making. The Cracker Jack sailor will also be getting a makeover, which will debut sometime this month.

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