Breakfast cereal mascots: Beloved and bizarre
Little surprise, given the long history of breakfast cereal manufacturers marketing their wares with the help of colorful cartoon characters or figures already familiar from TV, movies and comic books.
The following gallery shows some of the more famous (and infamous) breakfast cereal mascots.
Left: Quisp, introduced in 1965 by Quaker Oats, was discontinued in the 1970s, but in recent years has returned to Earth via online outlets.
By CBSNews.com senior editor David Morgan
Although all three cereals are still produced to this day, another monster cereal did not fare so well: Fruit Brute, which was discontinued in the 1980s.
So Hi was one of several Post cereal mascots that were developed by General Foods and the Ed Graham advertising agency. In 1964 the various characters were grouped into a TV series, "Linus the Lionhearted," featuring such vocal talents as Sheldon Leonard, Sterling Holloway, Carl Reiner, Ruth Buzzi, Jesse White and Jonathan Winters. The series ran on CBS and ABC for five years.
The cartoon character was soon replaced by a very flesh-and-blood King Vitamin, who ruled until 2000. Then, the royal scepter was handed over to a new, redesigned cartoon figure.
In 1975 Lucky's luck ran out, being replaced by Waldo the Wizard. But Waldo was no Harry Potter, and the wizard disappeared soon after, as the popular leprechaun returned to cereal boxes -- like magic!
One of the breakfast food mascots to have shown true endurance is the Trix Rabbit, introduced in 1959, and spending most of his energy ever since trying to get his hands on a bowl of Trix cereal. In mail-in ballots, children who took pity on him voted to let the rabbit have some cereal already. But that didn't seem to make him less crazy, or silly.
With disappointing sales, Quaker Oats asked the public to decide which of the two cereals to keep. With kids being asked to vote between an alien and a cowboy, guess who won? Quisp, naturally.
Quake was taken off shelves, but the character made a brief return hawking Quake's Orange Quangaroos.
In January 2013 it was announced that Cereal Partners, the consortium producing Force cereal, would discontinue the brand because of low demand.
For more info:
Mr. Breakfast: Cereal boxes
cerealbits.com
Topher's Breakfast Cereal Character Guide
coverbrowser.com
"The Great American Cereal Book: How Breakfast Got Its Crunch" by Marty Gitlin and Topher Ellis (Abrams)
The Boxtop (Cereal newsletter)
By CBSNews.com senior editor David Morgan