What happened to free cereal box video games?

They say breakfast is the most important meal of the day. If you grew up in the 2000s then this is probably even more true.

Captain Crunch game title card

I used to love breakfast as a kid. The excitement of opening a new box of cereal and unwrapping a badly injection-moulded plastic toy. It used to really take the sting out of having to go to school in 20 mins.