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Reading: “They’re Messing With Our Childhoods!” Kellogg’s Updates Sam Toucan After 60 Years & Fruit Loop Fans Are Furious
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B&T > Marketing > “They’re Messing With Our Childhoods!” Kellogg’s Updates Sam Toucan After 60 Years & Fruit Loop Fans Are Furious
Marketing

“They’re Messing With Our Childhoods!” Kellogg’s Updates Sam Toucan After 60 Years & Fruit Loop Fans Are Furious

Staff Writers
Published on: 18th May 2020 at 10:07 AM
Staff Writers
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As anyone who’s had the pleasure of arguably the world’s most sugary breakfast cereal, Fruit Loops, would know every pack comes adorned with its famed feathery mascot, Sam Toucan.

The bird’s adorned the box of the kid’s cereal since its inception back in 1963 and, to its credit, has never been updated – until now!

Kellogg’s in the US has just unveiled a new and updated Sam and fans are far from happy. Check out the new-look Sam below:

Sam is part of a flotilla of Kellogg’s’ much-loved mascots – strangely all-male – that includes Coco the Monkey, Frostie the Lion and, of course, Rice Bubbles’ Snap, Crackle and Pop.

The new-look Sam is a flat, 2D artwork – with a very psychedelic beak – that is used by many animators in kid’s cartoons these days.

However, it appears Australians may be spared the new-look toucan. A spokesperson telling B&T: “Kellogg divisions around the world use different packaging and designs that best suit our individual markets. We currently don’t have a redesign planned for the Australian Froot Loops.”

And, judging by the social media feedback, many people aren’t happy about having an iconic image of their childhoods messed with.

“Why does it have a human mouth and then also, to the side, a beak (that I guess won’t even open, so is it actually a horn, maybe?)?” one person wrote on Instagram. Another used the hashtag “Not My Toucan Sam.” Others just simply wrote “No.”

“Nobody wants it,” said another. “Change it back. Change it back,” another penned to Instagram. “I do not approve,” said another.

Another added: “The colours are too harsh and clashing. You trying to hurt people’s retinas Kellogg’s?”

“I can’t, won’t and don’t support this,” another wrote. “This is why I eat Fruity Pebbles,” another chimed in.

Check out some more of the social media hysteria below:

 

 

 

 

 

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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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