Linus the Lionhearted & Sugar Bear Post Honeycomb Cereal

The character was created in 1959, by the Ed Graham advertising agency, originally as a series of ads for General Foods' Post Cereals. At first, Linus the lion was the spokesman for the short-lived Post cereal "Heart of Oats" (a Cheerios imitation). Eventually, the lion was redesigned and reintroduced in 1963, to sell Crispy Critters, which featured Linus on the box. The ads were so popular that a television series was created in 1964, with General Foods as sponsor. The show ran on the CBS network until 1966, and reruns aired on ABC from 1966 to 1969.