Is Baby Nut one Baby character too far?

Baby Nut
(Image credit: Planters)

Snack company Planters has been making headlines for killing off its long-time mascot, Mr Peanut, and replacing him with a new baby version. Baby Nut is the newest Baby character to go viral on the internet, and he was 'born' in an advert revealed at yesterday's Super Bowl (see below). When the Kool-Aid man sheds a tear at Mr Peanut's funeral, that tear lands on a mound of dirt that sprouts into a plant, and Baby Nut is born. 

There's already plenty of talk online about whether Baby Nut is cuter than Baby Yoda (he isn't), but as far the rest of the campaign goes, we've got more questions than we have answers. Seeing as we've already had Baby Yoda, Baby Thanos and Baby Sonic, will consumers become wise to this Baby craze? Or is an association between cuteness and a brand a clever marketing move that will keep paying off? Should we be adding a section on Baby characters to our character design tips piece? And will there ever be a female Baby character, or is this trope reserved for male characters only? 

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.