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Millennials are all about nostalgia, haven't you heard? There are about a million think pieces on the matter, speculating about the great, big "why" of it all. Is it our diminished economic hopes? Or the seismic shift in technology that took place right as we came of age? Who knows. All I know is that I sometimes find myself craving Hubba Bubba soda, even though it wasn't even all that good, or else I stay up until 3 a.m. feverishly researching what happened to Rax Roast Beef and its mascot, Mr. Delicious.
Point being, a lot of what makes millennials, well, millennials, can be found in the rear view and, more often than not, in vintage commercials and branding. There are a number of mascots made famous by the fast food ad campaigns of the 1990s that have helped shape this shared generational identity. So, we gathered seven of the most impactful characters to spark the magic of memory that keeps the most overworked and unappreciated of generations chugging along.
Read more: 13 Popular Side Dishes From The 1960s Your Grandparents Used To Love
The Taco Bell Chihuahua
Many '90s kids had one burning thought running through their minds at any given moment: "Yo Quiero Taco Bell." This catchphrase was uttered by the Taco Bell Chihuahua (played by Gidget the Chihuahua), a Spanish-speaking canine fan of the chain. While this tiny fast food pup had an oversized cultural impact, they were only a mascot from 1997 through 2000. The ad campaign was likely retired after backlash from the Latino community and a lawsuit from the mascot's original creators. But for three years, it was an inescapable pop culture presence.
Pizza Head
Though Pizza Hut's Pizza Head ads only ran for four years during the 1990s, from 1993 through 1997, they certainly made an impression on many a millennial. The character, a slice of pizza with a face made of pizza toppings like olives and pepperoni, resembled the Saturday Night Live character Mr. Bill, a claymation puppet who starred in a series of shorts that aired on the show from 1976 through 1981. Pizza Head never reached the status of some other cheesy mascots, but many a millennial loved him for his frequent, mostly humorous mishaps.
The Noid
The Noid, a wacky claymation character wearing a red bodysuit adorned with bunny-like ears, was first introduced in 1986. This anti-mascot's raison d'être was to hinder deliveries by any means necessary during a time when Domino's guaranteed free pizza if pies arrived after 30 minutes (his name was an abbreviation for "annoyed.") By 1990, the Noid had even starred in video games, but he was gradually phased out after a man named Kenneth Noid became convinced that the "Avoid the Noid" ad campaign was created specifically to torment him and took two Domino's employees hostage in 1989.
Ronald McDonald
Ronald McDonald, McDonald's eponymous mascot, is not a creation of the 1990s. No, this fast food clown's first appearance dates back to 1963,when he appeared on black-and-white television with a paper-cup nose and a food-tray hat. But this isn't the clown that '90s kids know. By the 1990s, Ronald McDonald had undergone quite the makeover, complete with a red wig and a red-and-yellow costume that was, quite simply, iconic. His visage could be seen in commercials, on McDonald's packaging, in animated shorts, and as a seated statue placed on benches at select McDonald's locations.
The Burger King Kids Club
This collection of animated mascots starred in one of the most memorable fast food campaigns for millennials. The Burger King Kids Club consisted of members like Kidvid, IQ, Boomer, Jaws, Wheels, Snaps, Lingo, and J.D. the dog. These mascots first appeared in 1990, and were featured on kids' meal packaging and in television commercials, where they encouraged other youths to join their crew and advertised the latest kids' meal toys. They were seemingly discontinued sometime around the turn of the millennium.
Chuck E. Cheese
Chuck E. Cheese may not be a product of the 1990s — in fact, he's been around since 1977, when the first Chuck E. Cheese's Pizza Time Theatre was founded — but the pizza-loving mouse underwent a transformation during the decade. His glow-up included rebranding from a bowler-hat-and-vest-wearing showbiz rat into an animated commercial icon. During this era, Chuck E. Cheese swapped his formal attire and razzle-dazzle persona for a casual baseball cap (sometimes worn backward), and millennial mascot history was made.
The Hamburglar
The Hamburglar might be a Gen X icon, but he certainly has a lot of millennial crossover appeal. First introduced in 1971 as an antagonist in the McDonaldland campaign, which introduced many famous McDonald's mascots (including Grimace of milkshake fame), the Hamburglar appeared in many 1990s ad campaigns, short films, product packaging, and even toys. Though the 1990s weren't exactly the salad days for the Hamburglar, he certainly did have a lot of cultural cache among millennials, and made for a mischievous foil to the ever-cheery Ronald McDonald.
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