Neff Headwear, Timbuk2 and State Bicycle Co. are on board to support the cereal brand’s first new campaign in 50 years.

Kellogg’s Froot Loops brand has unveiled its first new campaign in 50 years, called “Whatever Froots Your Loops,” to encourage fans to “do what they love.”

To bring the campaign to life, Kellogg’s has partnered with three brands–Neff Headwear, Timbuk2 and State Bicycle Co.–to launch a series of collaborations throughout the summer, kicking off with the debut of the Neff + Froot Loops Toucan Sam Shades.

Designed by Shaun Neff, creator of Neff Headwear, the Neff + Froot Loops Toucan Sam Shades “kit” will feature four interchangeable faceplates and arms inspired by Froot Loops’ colors. The kit will also feature a Toucan Sam cleaning cloth.

“We knew we couldn’t just pick one color to represent Froot Loops and Toucan Sam. From his head to his tail feather, Toucan Sam has a crazy cool color palette–and the cereal has a unique burst of colors too,” says Neff. “With so many possible combinations, our Toucan Sam Shades let fans create their own look to show off ‘Whatever Froots their Loops.’”

The limited edition collection is now available exclusively at NeffHeadwear.com/FrootLoops as well as at the Kellogg’s NYC storefront in New York City.

Additional details regarding the collaborations with Timbuk2 and State Bicycle Co. will be released this summer.