Everything I Needed To Know I Learned From Mr. Peanut

Brandweek, June 26, 2000 by Becky Ebenkamp

While strolling the aisles of the Licensing 2000 trade show, I stumbled upon these facts about product characters and the consumer brands that love them.

* Mr. Clean is "considered sexy by many."

* In one of those bizarre Lincoln/Kennedy-type coincidences, in the 1973 film Shamus. Ten years later, Time magazine named Morris "The Feline Burt Reynolds."

* Having purchased Cracker Jack back in 1997, Frito-Lay has vowed to spend "millions" to improve the dwindling quality of the prices found within its boxes (This should make up for the "Blow Car Incident of 1998," during which my "price" consisted of a tiny paper automobile whose chassis was graced with instructions for assembling origami-style and powering the vehicle with my own breath.).

* Hawaiian Punch is "very well developed in ethnic markets."

* The spry Underwood Devil made his first appearance in 1867 on packages for a line of seasoned meat products prepared using a "secret devilling recipe."

* The Pillsbury Doughboy giggling cookie jar and kitchen textiles are "the No. 1 sellers at several retailers." The character consistently ranks No. 1 or No. 2 in Cartoon Q scores, while brandmates Green Giant and Sprout ranked No. 14 and No. 22, respectively.

Source: Informational materials distributed at the show