Sugar Bear is the
advertising
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
cartoon
mascot
A mascot is any human, animal, or object thought to bring luck, or anything used to represent a group with a common public identity, such as a school, professional sports team, society, military unit, or brand name. Mascots are also used as fi ...
of
Post
Post or POST commonly refers to:
*Mail, the postal system, especially in Commonwealth of Nations countries
**An Post, the Irish national postal service
**Canada Post, Canadian postal service
**Deutsche Post, German postal service
**Iraqi Post, Ira ...
Super Sugar Crisp (later
Golden Crisp
Golden Crisp, also known as Sugar Crisp in Canada, is a brand of breakfast cereal made by Post Consumer Brands that consists of sweetened, candy-coated puffed wheat and is noted for its high sugar content. It was introduced in the US in 1948.
H ...
) cereal.
History
Sugar Bear originally appeared in the 1940s as the mascot of Sugar Crisp (later known as
Golden Crisp
Golden Crisp, also known as Sugar Crisp in Canada, is a brand of breakfast cereal made by Post Consumer Brands that consists of sweetened, candy-coated puffed wheat and is noted for its high sugar content. It was introduced in the US in 1948.
H ...
),
a cereal produced by
General Foods Corporation
General Foods Corporation was a company whose direct predecessor was established in the United States by Charles William Post as the Postum Cereal Company in 1895.
The company changed its name to "General Foods" in 1929, after several corporate ...
under the
Post
Post or POST commonly refers to:
*Mail, the postal system, especially in Commonwealth of Nations countries
**An Post, the Irish national postal service
**Canada Post, Canadian postal service
**Deutsche Post, German postal service
**Iraqi Post, Ira ...
brand. The original bear was designed by Robert "Bob" Irwin, a graphic designer for Post Cereal and voiced, in animated commercials, for 40 years by Gerry Matthews in emulation of a
Bing Crosby
Harry Lillis "Bing" Crosby Jr. (May 3, 1903 – October 14, 1977) was an American singer, musician and actor. The first multimedia star, he was one of the most popular and influential musical artists of the 20th century worldwide. He was a ...
persona
[ – a shallow-eyed, easy going character who crooned his cereal's praises to the tune of "]Joshua Fit the Battle of Jericho
"Joshua Fit the Battle of Jericho" (or alternatively "Joshua Fought de Battle of Jericho", "Joshua Fit the Battle" or just Joshua and various other titles) is a well-known African-American spiritual.
The lyrics allude to the biblical story of th ...
".
He was made a character in the 1964 Saturday morning cartoon ''Linus the Lionhearted
''Linus the Lionhearted'' is an American Saturday morning animated television series that aired on CBS from September 26, 1964 to December 11, 1965, originally airing in black and white. Colorized versions of the episodes started airing on ABC in ...
''. Most of the characters in the series, sponsored by General Foods, were mascots for Post cereal products (permitted at that time, later banned by the American Federal Trade Commission
The Federal Trade Commission (FTC) is an independent agency of the United States government whose principal mission is the enforcement of civil (non-criminal) antitrust law and the promotion of consumer protection. The FTC shares jurisdiction ov ...
(FTC)).
Sugar Bear normally wore a blue turtleneck sweater with his name on the front, and in the 1980s a bite of Super Sugar Crisp would turn him into the muscular "Super Bear" (this alter ego was used to fight monsters who would steal the cereal). Several commercials in the mid 1980s had him using mere casual gestures to outsmart the aggressive tendencies of other animals. Examples include 1987 spots featuring Sugar Bear riding an elephant
Elephants are the largest existing land animals. Three living species are currently recognised: the African bush elephant, the African forest elephant, and the Asian elephant. They are the only surviving members of the family Elephantidae an ...
into a jungle of feisty tiger
The tiger (''Panthera tigris'') is the largest living cat species and a member of the genus '' Panthera''. It is most recognisable for its dark vertical stripes on orange fur with a white underside. An apex predator, it primarily preys on u ...
s, playing matador
A bullfighter (or matador) is a performer in the activity of bullfighting. ''Torero'' () or ''toureiro'' (), both from Latin ''taurarius'', are the Spanish and Portuguese words for bullfighter and describe all the performers in the activit ...
to a raging bull
A bull is an intact (i.e., not castrated) adult male of the species ''Bos taurus'' (cattle). More muscular and aggressive than the females of the same species (i.e., cows), bulls have long been an important symbol in many religions,
includin ...
, and sparring with irate shark
Sharks are a group of elasmobranch fish characterized by a cartilaginous skeleton, five to seven gill slits on the sides of the head, and pectoral fins that are not fused to the head. Modern sharks are classified within the clade Selachimo ...
s of the ocean.
His consistent nemesis was an elderly woman called Granny Goodwitch, with whom he engaged in elaborate contests, often involving trickery, magic
Magic or Magick most commonly refers to:
* Magic (supernatural), beliefs and actions employed to influence supernatural beings and forces
* Ceremonial magic, encompasses a wide variety of rituals of magic
* Magical thinking, the belief that unrela ...
, and high technology
Technology is the application of knowledge to reach practical goals in a specifiable and reproducible way. The word ''technology'' may also mean the product of such an endeavor. The use of technology is widely prevalent in medicine, science, ...
to decide who got a box of the cereal. In the end, Granny Goodwitch was never angry with Sugar Bear. Other nemeses included Blob, whose breakfast included pickles and soda; and Sugar Fox, who always tried and failed to keep Sugar Bear from getting his box of Super Sugar Crisp.
The Sugar Bear character was popular enough to have occasional premium toys. A yo-yo
A yo-yo (also spelled yoyo) is a toy consisting of an axle connected to two disks, and a string looped around the axle, similar to a spool. It is an ancient toy with proof of existence since 500 BCE. The yo-yo was also called a bandalore in ...
and padlock
Padlocks are portable locks with a shackle that may be passed through an opening (such as a chain link, or hasp staple) to prevent use, theft, vandalism or harm.
Naming and etymology
The term '' padlock'' is from the late fifteenth century. ...
were produced in the 1960s, and even in 1993, a Christmas ornament
Christmas ornaments, baubles, "Christmas bulbs" or "Christmas bubbles" are wiktionary:decoration, decoration items, usually to decorate Christmas trees. These decorations may be Weaving, woven, Glassblowing, blown (Glassblowing, glass or Blow ...
saw him dressed as Santa Claus
Santa Claus, also known as Father Christmas, Saint Nicholas, Saint Nick, Kris Kringle, or simply Santa, is a Legend, legendary figure originating in Western Christianity, Western Christian culture who is said to Christmas gift-bringer, bring ...
. Miniature talking plush
Plush (from French ) is a textile having a cut nap or pile the same as fustian or velvet. Its softness of feel gave rise to the adjective "plush" to describe something soft or luxurious, which was extended to describe luxury accommodation, or s ...
doll
A doll is a model typically of a human or humanoid character, often used as a toy for children. Dolls have also been used in traditional religious rituals throughout the world. Traditional dolls made of materials such as clay and wood are foun ...
s were also released in the early 1990s. Most recently, a Wacky Wobbler was released by Funko Inc.
Presently, Sugar Bear is being illustrated for the box covers by commercial illustrator Seymour Schachter.
Musical group
In 1971, producer Jimmy Bowen
James Albert Bowen (born November 30, 1937) is an American record producer and former rockabilly singer. Bowen brought Nancy Sinatra and Lee Hazlewood together, and introduced Sinatra to Mel Tillis for their album, ''Mel & Nancy.''
Early life ...
, singers Kim Carnes
Kim Carnes (; born July 20, 1945) is an American singer and songwriter. Born and raised in Los Angeles, California, she began her career as a songwriter in the 1960s, writing for other artists while performing in local clubs and working as a sess ...
and Mike Settle
Michael Ward Settle (born March 20, 1941) is an American songwriter, journalist, broadcaster and singer.
Settle began his musical career as a solo singer and a member of The New Christy Minstrels. His debut solo album ''Folk Sing Hallelujah'' ...
, songwriter Baker Knight
Thomas Baker Knight Jr. (July 4, 1933 – October 12, 2005) was an American songwriter and musician. His best known compositions were "Lonesome Town", "The Wonder of You", and " Don't the Girls All Get Prettier at Closing Time". His songs have ...
and others created a bubblegum pop studio group named the Sugar Bears. A cardboard cut-out record was produced and printed on the back of thousands of Super Sugar Crisp cereal boxes. The illustrated record identified four members: Sugar Bear, Honey Bear, Shoobee Bear, and Doobee Bear. Five different versions of the record were printed, each with one of five songs shown on the label. A commercial album, ''Presenting the Sugar Bears'', and three singles were released by Big Tree Records
Big Tree Records was a record label founded by Doug Morris in 1970. It was best known for releases by Lobo, England Dan & John Ford Coley, Brownsville Station, Johnny Rivers, Dave and Ansel Collins, Canadian band April Wine, and British R&B ...
with one song, "You Are the One", reaching No. 51 on the ''Billboard'' charts.
References
{{Reflist
External links
The Evolution of Sugar Bear
Post Foods characters
Corporate mascots
Bear mascots
Fictional anthropomorphic characters
Fictional characters with superhuman strength
Fictional bears
American mascots
Cartoon mascots
Mascots introduced in 1964
Male characters in advertising