Sugar Bear

Sugar Bear
Voiced by	Gerry Matthews
Information
Species	Bear
Gender	Male
Occupation	Mascot of Golden Crisp

Sugar Bear is the advertising cartoon mascot of Post Super Sugar Crisp (later Golden Crisp) cereal, appearing in commercials for the cereal.

Sugar Bear originally appeared in the 1940s as the mascot of Golden Crisp (then called Sugar Crisp), 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 Dean Martin or Bing Crosby persona – 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 Linus the Lionhearted. 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 (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 into a jungle of feisty tigers, playing matador to a raging bull, romping with a rhinoceros, and sparring with irate sharks of the ocean.

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