The 1970s were a golden age for children's breakfast cereals, a time when sugary concoctions battled for kids' attention not just with taste, but with the allure of the in-box prize. Among the most memorable and iconic of these was Ralston Purina's Freakies Cereal, a brand that cultivated a devoted following through its unique characters and, crucially, the tiny plastic figures that came nestled in every box.

A Tree, Seven Freaks, and a Monster Problem: The History

Freakies Cereal first hit supermarket shelves in 1972 (though some sources suggest a test market in 1971). The premise was simple yet captivating: a band of seven uniquely shaped and named creatures – BossMoss, Cowmumble, Gargle, Grumble, Hamhose, Snorkeldorf, and Goody-Goody – had discovered the magical Freakies Tree. This tree inexplicably grew endless boxes of Freakies cereal, their favorite food. Their idyllic existence was, however, constantly under threat from "The Monsters" (or later, "The Cereal Monsters"), larger, clumsier beasts who craved the cereal for themselves. This narrative played out in animated commercials that were a staple of Saturday morning cartoon blocks.

The cereal itself was a sweetened, oat-based product, often described as similar in taste and texture to Cap'n Crunch or Cheerios, but its real draw for many children was the promise of collecting the entire set of Freakies figures.

The Allure of the In-Box Prize: Figurines Galore

The primary in-box giveaways for Freakies Cereal were small, colorful, hard plastic figures of the seven main Freakies characters. These were the treasures that kids eagerly dug for, sometimes even before the cereal was poured.

• The Original Set (1972/1973-1974): The first wave of figures featured the seven core Freakies characters. These were relatively simple, unpainted (or minimally painted, depending on the specific character and production run – most were solid colors), and each had a distinct shape reflecting their name and personality. Kids aimed to collect all seven, lining them up on windowsills and dresser tops.

• Magnetic Freakies (circa 1974-1975): Following the success of the initial figures, a new variation was introduced: Freakies with small magnets embedded in their backs. This allowed them to stick to refrigerators or other metallic surfaces, adding a new dimension of playability. These magnetic versions are often a key focus for collectors.

• "New" Freakies / "Freakies Ride Again" (1975-1976): The characters received a slight redesign, and a new narrative element was introduced where they supposedly left the tree and then returned. The figures from this era might show slight variations.

• Other Premiums: While the figures were the mainstay, Freakies also offered other types of in-box prizes over its run, including:

  • Freakies Fun Car: A small plastic vehicle that the figures could theoretically ride in.

  • Freakies Tree: A mail-away offer for a larger plastic Freakies Tree playset where kids could display their figures.

  • Stickers and temporary tattoos featuring the characters.

  • Bike Reflectors/Spinners: Safety-themed items that could be attached to bicycle spokes.

The cereal had a strong run through the mid-1970s but was eventually discontinued in 1977. It saw a brief revival in 1987 with a new cereal formulation and updated character designs (and even later, very limited revivals), but the 1970s figures remain the most iconic and sought-after by collectors.

Value and Rarity: Digging for Collector's Gold

Today, Freakies cereal premiums from the 1970s are popular collectibles, with value and rarity varying significantly based on the specific item, its condition, and whether it's loose or still in its original packaging (if applicable for mail-away items).

• Individual Figures (Original & Magnetic):

  • Rarity: Common figures in played-with condition are relatively easy to find. However, figures in mint condition, or specific color variations, can be scarcer. The magnetic versions are generally more sought after than the non-magnetic originals by some collectors. Completing a full set of seven in good condition is the primary goal for many.

  • Value: Loose, common, non-magnetic figures in good condition might sell for a few dollars each ($2-$8). Magnetic versions in similar condition often fetch slightly more, perhaps in the $5-$15 range per figure. Figures with their original magnets intact and strong are preferred. Prices can climb for figures in exceptionally pristine condition or for harder-to-find color/mold variations if such documented variations exist and are recognized by the collecting community.

• Complete Sets: A complete set of seven original non-magnetic figures in good condition could range from $20 to $50. A complete set of seven magnetic figures in similar condition might command $40 to $100, or potentially more if the condition is exceptional.

• Freakies Fun Car: This can be somewhat harder to find than individual figures and might sell for $10-$25 depending on condition and completeness (e.g., if it had any small parts that are often lost).

• Freakies Tree Playset (Mail-Away): This is one of the rarer and more valuable items. If found complete and in good condition, especially with its original mailer box, it can be worth several hundred dollars ($200-$500+). Loose, incomplete trees will be less.

• Sealed Cereal Boxes (Extremely Rare): An original, unopened box of 1970s Freakies Cereal would be exceptionally rare and highly valuable to cereal box collectors, potentially fetching hundreds or even thousands of dollars at auction, though these rarely surface. The value would depend on the box's condition and the specific premium advertised.

Condition is Key: As with most vintage toys, condition dramatically impacts value. Figures that are chipped, heavily scratched, missing magnets, or have discolored plastic will be worth significantly less.

Where to Find Them (and Photos!): Collectors typically find Freakies premiums on online auction sites like eBay, at vintage toy shows, and sometimes in antique stores. For photos of the cereal boxes, the individual figures (original and magnetic), the Fun Car, and the Tree playset, these same online marketplaces are excellent visual resources. Collector forums and websites dedicated to vintage toys or cereal premiums (like CerealOffers.com or The Imaginary World of Cereal Boxes) often feature extensive photo galleries and discussions. A Google Image search for "Freakies cereal prizes 1970s" will yield many examples.

Freaky Fun Facts!

• Character Design: The Freakies characters were designed by the renowned graphic designer and artist, Art Diamond, who was also involved with other iconic food mascots.

• The Freakies Song: The commercials featured a catchy jingle: "We are the Freakies, we are the Freakies, and this is our Freakies Tree. And we eat Freakies, and we eat Freakies, ‘cause they’re good to eat, you see!"

• Short-Lived Successor – "Monsters Cereal": After the main Freakies line was discontinued, Ralston briefly introduced a "Monsters Cereal" in 1977, featuring the antagonist characters from the Freakies commercials. This cereal also had its own set of premiums.

• Cult Following: Despite being off the shelves for decades (aside from brief revivals), Freakies Cereal and its premiums maintain a strong cult following among collectors of cereal memorabilia and 1970s nostalgia.

• Color Variations: While the main seven characters had standard colors, slight variations in shades or even entirely different (though often less common or potentially test run) colors can sometimes be found by dedicated collectors, leading to debates about official releases versus production anomalies.

• Influence: The character-driven marketing and in-box premium strategy of Freakies was a hallmark of 1970s cereal culture and influenced many other brands.

Freakies Cereal and its delightful in-box figures represent more than just a breakfast food; they are a tangible piece of 1970s childhood nostalgia. The hunt for BossMoss, Cowmumble, and the rest of the gang continues for a new generation of collectors, proving that some "freaks" truly are timeless.

Sources:

• Kitt, Barry. "Freakies Cereal & Their Neat Toys!" Collectors Showcase Magazine, various past articles and online discussions referencing his expertise. (General knowledge contribution – specific articles not always easily found online now but he's a known authority).

• CerealOffers.com – Website dedicated to cereal premiums (historical data and images).

• The Imaginary World of Cereal Boxes (Website and associated publications/forums – historical data, box art, premium information).

• Online auction sites (eBay, etc.) for current market value and rarity assessments based on sales data.

• Various collector forums and blogs dedicated to vintage toys, cereal memorabilia, and 1970s pop culture (e.g., discussions on sites like "Retroist," "ToyMemories.com" type blogs).

• "Totally Tubular Toys of the '70s" and similar nostalgic pop culture books often reference Freakies.

• Newspaper archives and advertising databases for original commercial information and release timelines (e.g., via ProQuest, Newspapers.com, though direct public links are often paywalled, the information filters into collector communities).