Tony the Tiger (El Tigre Toño) is the advertising cartoon mascot for Kellogg's Frosted Flakes (also known as Frosties) breakfast cereal, appearing on its packaging and advertising. More recently, Tony has also become the mascot for Tony's Cinnamon Krunchers and Tiger Power.

History

Tony originally appeared in 1952, designed by children's book illustrator Martin Provensen and voiced on television by Dallas McKennon. Shortly after the initial Sugar Frosted Flakes advertisements aired, McKennon was replaced by Thurl Ravenscroft, who spent the next five decades providing the characteristic deep bass voice associated with the character, notably the familiar "They’re Grreat!" catchphrase. John E Matthews came up with this phrase while working as copywriter for Leo Burnett. Ravenscroft continued to voice the character until his death in 2005. Lee Marshall then took over the role and signed a ten-year contract with Kellogg in 2006.

Developed as part of a 1952 contest, Tony competed against three other potential mascots for the public's affection: Katy the Kangaroo (originated by Robert Dulaney in the early sixties), Elmo the Elephant, and Newt the Gnu. Within the year, the other mascots were dropped (with Elmo and Newt never once gracing the front of the box), and Tony was given a son, Tony Jr.

In the 1970s, consumers were briefly introduced to more of Tony's family including Mama Tony, Mrs. Tony, and a daughter, Antoinette. During that decade, son Tony Jr. was even given his own short-lived cereal, Frosted Rice.

Provensen's original art design for the tiger has changed significantly over the years, as Tony changed from a whimsical, cereal-box-sized tiger with a teardrop-shaped head to a sleek, muscular sports enthusiast.

Frosties

Advertisements for Frosties in the United Kingdom are revoiced locally. The British Tony does still have an American accent however, as he is voiced by Californian actor and bass player, Tom Hill. For some time in the United Kingdom, the rock song "Eye of the Tiger" by Survivor was used in conjunction with Tony's commercials.

Lawsuit against Exxon

In 1996, the Kellogg Company filed suit against Exxon Corp. (now ExxonMobil) claiming that the use of the Exxon tiger figure to sell food at TigerMart convenience stores infringed and diluted Kellogg's Tony the Tiger trademark. In 2000, the Supreme Court let stand an appellate court decision allowing Kellogg to sue, even though both trademarks had co-existed without complaint for 30 years. The appellate court held that the theory of "progressive encroachment" could explain and justify Kellogg's failure to take action earlier.

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