Kellogg’s has offered Froot Loops mascot Toucan Sam A makeover. Breakfast cereal cartoon mascot aficionados aren’t loving it. Toucan Sam was an iconic animated character for Kellogg’s Froot Loops brand since 1968. In the last week, the company revealed a new design for the Toucan Sam. The new look is brighter and more simple. It’s more like the cartoons that children that make up the company’s audience watch rather than the ones that their parents’ children. However, long-time Froot Loops devotees have taken the new appearance of Sam to be a punch on the face and have been venting their displeasures on social networks.

Manuel R. Vega created Toucan Sam. Mel Blanc, the original voice of Bugs Bunny, voiced the character for the first time using Pig Latin phrases. Paul Frees replaced Blanc and provided Sam his well-known English accent. Following Frees passing away at the age of 86, Maurice LaMarche has given Sam his voice. In 2013 Sam was able to make the leap into the third dimension in after the death of Maurice LaMarche in 1986 with a CGI animated campaign. Then he’s back, and more in the same place as ever.