Instant Quaker Oatmeal 1968 "Mattel's Space Toy Offer" Box

Instant Quaker Oatmeal 1968  "Mattel's Space Toy Offer" Box Front

This came as something of a surprise - the empty box showed up on eBay. I knew that Mattel had a relationship with Nabisco (see the 1967 Funny Face Contest) and offered up several cereal promotions in the UK, but this was the first evidence of food packaging promotions in the US.

The box front has a call out "MATTEL'S Space Toy Offer - See Package Back"

Instant Quaker Oatmeal 1968  "Mattel's Space Toy Offer" Box Back

About half the package back features a full-color nicely rendered MMM ad for a Major Matt Mason with Cat Trac. Since this was first offered in 1968, I believe the promotion coincided with that release.

Instant Quaker Oatmeal 1968  "Mattel's Space Toy Offer" Box Back Detail

SPACEMEN! ROAM THE MOON WITH...

MATTEL'S MAJOR MATT MASON

riding his CAT TRAC

• COLORFUL SPACE SUIT BENDS AT ALL JOINTS
• REMOVABLE SPACE HELMET
• TINTED VISOR ON HELMET FLIPS UP AND DOWN
• ONE MAN CAT TRAC FOR LUNAR EXPLORATION
• MAJOR MATT MASON STANDS 6 1/4 INCHES TALL

GET BOTH for only $1.95

and two proof-of-purchase seals

John's Notes:

Absolutely love the painterly graphic used in this ad - I hope it surfaces some day. I really wonder if there were other US food promotions that we aren't aware of? I find it curious that there's no trademark on the good Major or on the use of Mattel in the ad - seems to be an oversight as Mattel was heavily invested in registering all their properties.

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