Robot 6

Bazooka bubble gum axes Bazooka Joe comics after 59 years

As part of an overhaul of its logo and packaging, the 65-year-old Bazooka bubblegum is replacing its red, white and blue color scheme and dropping the tiny Bazooka Joe comic strip that’s wrapped each piece of the pink candy since 1953. Yes, first Twinkies, and now the eyepatch-wearing Joe.

The New York Times reports the new packaging — it’s fuchsia and yellow with graffiti-inspired splattered paint — will begin arriving in stores in January as part of an effort by Topps Company subsidiary Bazooka Candy Brands to revive plummeting sales (from $17 million in 2007 to a projected $8.8 million this year). The new design is already a hit among retailers, with Target, 7-Eleven and Kroger now agreeing to stock the gum in early 2013.

That’s cold comfort to Bazooka Joe and his turtleneck-clad pal Mort, whose cheesy jokes and silly antics will be relegated to the pages of history, replaced by brainteasers, activities and online codes. Not that many of Bazooka’s target audience will mourn their passing: A recent survey found just 7 percent of children age 6 to 12 are aware of Bazooka Joe; of those, only 41 percent liked the character. Perhaps it’s the eyepatch, which turns out to have been a mere fashion accessory all along.

 

News From Our Partners

Comments

8 Comments

Bazooka Joe should consider another business model. Keep the comic, change the gum.

I’m astonished that Bazooka Joe lasted this long!

I haven’t bought chewing gum in forty years. And I already thought he was relegated to the pages of history.

Say it ain’t so, Joe!

I shall sincerely miss rolling my eyes at every single one of your corny jokes.

They’ll license DC to bring Joe back with some hyper grimdark reboot.

“Bazooka Joe and Bloodkill Squad 5.” I can already imagine the creator interviews. “We feel that Bazooka Joe comics need to speak to the post 9/11 world.”

Sad. Another forgotten icon being put out of its misery.

You could at least have used one of the original strips instead of this crappy rebooted version!

And yeah, it was terrible gum.

I’m chewing a piece of the new Bazooka gum as I’m typing right now— and it’s still terrible gum, and now I don’t have a tiny comic strip as a consolation prize for having, once again, wasted my money on terrible gum. Will not buy again.

I can’t remember there ever being a better bubble gum. Hard at first (like it should be) but when it got just right I could blow the biggest bubbles Two wads at a time for best results. Always looked forward to the comics. I’m 67 now and stopped chewing gum in High school….so I don’t know about the new stuff.

Not happy . So many other choices for gum but bazooka stood out because of the comics . Made it unique and nostalgic . Now just another chewing gum :(

Leave a Comment

 


Browse the Robot 6 Archives