In lieu of toys, Cracker Jack offers QR codes

Instead of iconic trinkets, the snack offers mobile games in newly branded bags. Disappointed consumers took to social media and called the marketing move ‘the worst decision ever.’

Cracker Jack, one of America’s most iconic treats, has gone mobile.

No longer will you find a prize inside the snack—as the box has promised consumers for years. Now, in an effort to reach tech-savvy consumers, the snack comes with a QR code that links to mobile games.

The QR codes—which come inside new packaging—link to games called “Dot Dash,” “Dance Cam,” “Get Carded” and “Baseball Star.”

“They allow users to boogie on a simulated Jumbotron, participate in their own dot race (a 6th inning tradition of the Texas Rangers) and create their own baseball cards and autographed photos to trade with friends and family,” The Chicago Tribune reported.

In a press release, Frito-Lay’s senior marketing director, Haston Lewis, said though the toy has been just as important as the snack, the brand is using technology to give consumers a new experience:

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