Froot Loops: Then and Now

Debuting in 1963, Toucan Sam, the mascot of Froot Loops cereal, has undergone several design transformations, getting progressively brighter and more enthusiastic about his product. This evolution is not unique to just Toucan Sam, with other cereal mascots such as Tony the Tiger and Captain Crunch under going the same evolution towards the garishly cartoony in an attempt to standout on store shelves. The movement towards the enthusiastically cartoony also coincides with the growth of tie-in marketing, where the mascots, once confined to their boxes and television ads, are now being featured in video games and other digital mediums aimed at children, the target market for the sugary-sweet cereals.

Source: http://www.retronaut.co/2012/02/evolution-of-us-breakfast-cereals/