This highly illustrated narrative explores the history and evolution of these cartoon characters in an effort to both celebrate and measure their impact on American culture. Drawing from his personal collection of pop culture memorabilia, Tim Hollis celebrates the characters dreamed up by mid-twentieth-century mad men when television was an exciting new way to advertise. Vivid photographs reveal the flavors of the earliest cereal commercials and the role they played in claiming the loyalties of young breakfast eaters.