The cool, wisecracking Sugar Bear first advertised Post Sugar Crisp cereal in the mid 1950's. His television adventures are well-known, so well known in fact that he was brought out of hiatus to return to 90's TV in a whole new series of escapades with Granny! He even climbed the Great Wall of China to get his cereal, which is now has a new name: Post Golden Crisp, and a new, healthier recipe of wholesome, sweetened puffed wheat.
Sugar Bear and Tony the Tiger are among the few cereal advertising figures to have survived from the early 50's.
Here, Sugar Bear is represented as a musical key chain.
