A lot of companies put boxtops on their products (basically a little 1x2 inch cardboard square) so children can collect them and give them to the school. The school then gets I believe 5-10 cents per boxtop collected from the companies who sold the product. It's kind of a fundraiser so the schools can get a little extra money. What this does is parents/teachers who are passionate about school will go out and buy these products over other products because they can help the school. My mom used to collect them a lot when I was a kid, I am not sure if schools still do this as much as I used to back in school.