When rumors spread around the playground in 1979 that Mikey, the kid from the Life cereal commercial, had been killed from a fatal mix of Pop Rocks and Coca-Cola, I thought only of myself.

Mitchell and introduced to the general public in 1975, Pop Rocks were a form ... cute kid known as "Little Mikey," who achieved fame through starring in a LIFE cereal commercial with his two ...

Say the phrase Mikey ... pop culture would stretch far beyond the breakfast aisle at the grocery store. Life’s first mascots were little sprites who extolled the virtues of “the good oat ...

Often duplicated, never replicated, “Mikey” redefined the worn out slice-of-life TV commercial formula and propelled Quaker Oats and its Life Cereal brand into the hearts and minds of America ...