Childhood is Calling™

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The Tale – Snap! Crackle! & Pop!® story

Snap!™ is the oldest and the leader of the group. He solves the problems his two brothers create and wears a baker’s hat.

Crackle!™ is the good-hearted, fun middle child. He gets stuck keeping order between his brothers’ personalities and wears a red-and-white-striped stocking cap.

Pop!™ is the mischievous, clumsy younger child. He plays jokes, doesn’t take things seriously and wears a bandleader's hat.

Just pick a year and let the memories take you back.

Have you ever wanted to remember the Rice Krispies® box your parents had on the breakfast table? Maybe you just wondered what Rice Krispies® boxes looked like in the 1930s? Well, it’s all here.


Where the magic started

The words Snap! Crackle! Pop!® first appeared in radio jingles and on Rice Krispies® boxes in 1932. Radio ads like this 1932 classic

Listen to the fairy song of health, the merry chorus sung by Kellogg's® Rice Krispies® as they merrily snap, crackle, and pop in a bowl of milk. If you've never heard food talking, now is your chance

inspired illustrator Vernon Grant to sit down and bring Snap, Crackle and Pop to life in the form of three magical gnomes. Grant brought his friendly characters to Kellogg – which bought them that day – making them the first characters to represent a Kellogg product. Snap, Crackle and Pop are currently the longest-running Kellogg characters in history.

In 1933, the gnome with the baker’s hat (later named Snap) was pictured on the side of Rice Krispies® boxes. The other two gnomes (later named Crackle and Pop) started appearing with Snap in print ads and on boxes a few years later. Their movie/commercial debut came in 1939, with one-minute shorts called Breakfast Pals. They fought against rivals Soggy, Mushy and Toughy for control of a child’s breakfast bowl.

In 1940, Snap, Crackle and Pop were featured on the back of boxes as comic strip heroes. Later in the 1940s, the gnomes traded in their narrow eyes, huge noses and ears, and oversized hats for more human-like features, making them look more like the characters they are today. So even though they’ve evolved over the years, their personalities, hats and magical connection to childhood have never changed.

How do you say “Snap! Crackle! Pop!®” in other countries?

  • Sweden: Piff! Paff! Puff!
  • Germany: Knisper! Knasper! Knusper!
  • Mexico: Pim! Pum! Pam!
  • Finland: Poks! Riks! Raks!
  • Canadian French: Cric! Crac! Croc!
  • Holland: Pif! Paf! Pof!
  • South Africa: Knap! Knaetter! Knak!

Learning to say "Snap! Crackle! Pop!®" in many languages inspired Ralph Covert of Ralph's World to write "The Box of Fun" song for Rice Krispies®. Listen to it now.

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