Kellogg's redesigns Fruit Loops mascot Toucan Sam – and people are NOT happy

Toucan Sam
(Image credit: Froot Loops/Future Owns)

Look, we're all making questionable decisions at the moment (most often in our case involving repeat visits to the fridge) – there's just a lot going through everybody's minds right now. At least, that seems to be the only possible explanation for Kellogg's Froot Loops' decision to redesign its beloved mascot, Toucan Sam, into something entirely unrecognisable and, quite frankly, terrifying. 

The breakfast cereal brand took to Instagram this week (below) to reveal Toucan Sam's new look, and the reception was less than warm. The thousands of comments are all along the general lines of, "NOPE," "NO," "PLEASE," and "STOP". We have a feeling Kellogg's didn't read our guide to character design before going into this. 

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Daniel John
Senior News Editor

Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.