Sugar Bear is the advertising cartoon mascot of Post Super Sugar Crisp (later Golden Crisp) cereal.[1]
History
Sugar Bear originally appeared in the 1940s as the mascot of Sugar Crisp (later known as Golden Crisp),[2] a cereal produced by General Foods Corporation under the Post 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 or Dean Martin persona[3] – a shallow-eyed, easy going character who crooned his cereal's praises to the tune of "Joshua Fit the Battle of Jericho".
He was made a character in the 1964 Saturday morning cartoon