Who was the cartoon mascot for Kellogg's "Pop-Tarts" in 1971?

Milton the Toaster was Kellogg’s cartoon mascot for Pop-Tarts in 1971.

Kellogg introduced Pop-Tarts nationally in 1965, after testing the toaster pastry in Cleveland the previous year. By the early 1970s, the brand was established enough to support a memorable advertising character, and Milton appeared as an anthropomorphic toaster promoting the product.

Milton’s name reflected the appliance at the center of the Pop-Tarts experience: the pastry could be heated quickly in a household toaster. The character was voiced by actor William Schallert, who was widely recognized for playing Patty Lane’s father on “The Patty Duke Show.” Milton appeared in commercials and related packaging during the 1970s and into the following decade, although he was eventually retired.

This mascot is sometimes confused with later Pop-Tarts promotional characters, including the oversized edible pastry used by the Pop-Tarts Bowl. That modern character is unrelated to Milton. Pop-Tarts originally launched with four flavors—strawberry, blueberry, brown sugar cinnamon, and apple-currant—before expanding into many varieties.