Character: chip the wolf

Chip the Wolf is a character mascot for Cookie Crisp cereal manufactured by General Mills.

Initially in 1990, he was originally a dog who companioned with the Cookie Crook and wore a burglar’s mask and a red shirt. In each ad, they would try to steal the cereal from a large, live-action table while getting away from the Cookie Cop before being foiled by him at the end. After General Mills bought the Cookie Crisp trademark from Ralston Purina (the original manufacturer of the brand) from 1997 to 2005, Chip the Dog would part ways from the Cookie Crook and Cookie Cop, ditch his own mask, and would instead offer the cereal to children, and adults who initially refuse to make their minds that cookies can be breakfast.

After 2005, Chip would be changed into a grey wolf worldwide, though this was already a change in some European and Asian markets as early as 2003. Here he now works again to steal cereal again from children in the vein of the Trix Rabbit. He wore a red jacket until 2012, where he is now naked.

This tag implicates cookie_crisp (learn more).