Kellogg’s Rice Krispies Puppets, 1950-51
Kellogg’s offered these soft hand puppets as premiums or prizes to anyone who sent in box tops from Rice Krispies cereal. Premiums, offered for little or no money, other than the cost of the product and postage, helped build brand loyalty, especially among young consumers who asked their parents to buy the cereal. Snap, Crackle, and Pop, got their start as the animated gnomes who promoted Kellogg’s Rice Krispies in the early 1930s. Illustrator Venon Burton drew the first characters for Leo Burnett Company, the advertising agency that held the Kellogg account, and in 1950 puppet maker Hazel Rollins turned them into the three-dimensional figures seen here. As their popularity grew, the animated characters went from print advertising to movie shorts to television.