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The Nabisco Thing!
In the 90s, a Nabisco executive must have dropped acid before staring at the logo of their company, which came to life before their very eyes and became some kind of cookie-summoning stick figure thing. Because 1996 is when Nabisco introduced The Thing. The Thing was a mascot based on Nabisco’s logo and it looked as if Dr. Frankenstein time-traveled to the 90s and made a creature using a hood ornament, Play-Doh, and a broken spork. It looked like a sex toy for Teletubbies, and shockingly enough, The Nabisco Thing didn’t live that long.
Nabisco used The Thing in advertising for many of its products. Collectors Journal did a piece on The Thing and they say that the Nabisco logo was based on an old-timey Christian symbol. That makes sense because when I look at The Thing, I think, “What in God’s name is that?”
The Nabisco Thing is often referred to as a Colophon Man, named after the trademark of Nabisco products. The original trademark was derived from an ancient symbol the early Christians used to demonstrate the triumphs of spiritual over worldly things. The Nabisco Company used the symbol since 1900.
However the Nabisco Thing with the yellow oval shaped head, two crosses on the top serving as a hat, yellow arms with no hands and multicolored body and legs has marks molded into the body identifying it as “The Nabisco Thing.” The Thing, neither male nor female, was designed for children to take notice of the Nabisco cookies and other treats on the store shelves. The Thing is made of PVC and measures 5.25 inches tall.
And The Thing didn’t just stand there and take in the blank looks from people who thought, “The fuck is the point of that Thing.” The Thing danced and waved!
Like Collectors Journal mentioned, Nabisco made The Thing to lure children to their cookies (that didn’t come out creepy at all). I know I’m not an ad executive or anything, but I’m pretty sure that if you want children to notice a cookie, you just say, “Hey, look, there’s a cookie,” and they’ll run faster than well, a child running after a cookie.
Pic: Etsy