In 1964, the Post cereals people — who practically owned Saturday morning TV, advertising-wise — decided to stop having their commercials interrupted by irrelevant programming. They funded a series called Linus the Lionhearted, starring the character who was then famous only for appearing on the box and in the commercials of their cereal, Post Crispy Critters. In fact, the whole show was filled with faces that adorned Post cereal boxes and ad campaigns…Lovable Truly the Mailman was selling Post Alpha Bits, Little So-Hi appeared for Post Rice Krinkles, Rory Raccoon was the spokesanimal for Post Toasties and Sugar Bear was always hawking Post Sugar Crisp.
Oddly enough, the series was not bad at all…cleverly-written and well-animated…at (reportedly) a budget three times the size of what Hanna-Barbera was then spending to make a cartoon. The great animator Irv Spector was in charge of production and it shows. He also tapped Hoyt Curtin, who did such a fine job providing music for H-B shows, to do the honors for Linus.
And they got some great people to do voices. Sheldon Leonard, best known for his on-screen gangster roles and his behind-the-scenes producer status on The Dick Van Dyke Show, The Andy Griffith Show and many others had been portraying Linus in the commercials. He kept on doing so and brought along Carl Reiner to voice many of the supporting characters. I'm guessing they also had something to do with the occasional appearances on the show by Jonathan Winters, who popped in, usually to play an evil giant in a So-Hi cartoon. Most of the other characters were voiced by Bob MacFadden (who was sometimes referred to as the Mel Blanc of the New York cartoon voice community) and Gerry Matthews, who did the Bing Crosby imitation as Sugar Bear.
Linus the Lionhearted made it through its first season or two without too many people wondering aloud if it was good to have a kids' show where it was difficult to tell where the commercials stopped and the entertainment content began. The show shifted to ABC in '66, by which time no new episodes were being made. By 1969, the F.C.C. was cracking down on children's shows that blurred the line between ads and programming, and that pretty much was the end of the Linus the Lionhearted series even in reruns. Years later, this policy was reversed, which made possible the infomercial, televangelists and shows funded by toy companies to promote their wares, such as G.I. Joe and The Transformers.
Featured here today is the opening to the Linus show, followed by a commercial spot. Leonard does the voice of Linus and I'm not sure who did the voice of Billie Bird, the obnoxious fowl who hangs around with him. Carl Reiner did the voice of Billie in some cartoons but that's not him. It may be Ed Graham, an ad agency guy who produced the series and who turned up in several episodes playing different characters. It might also be Jerry Stiller who, with spouse-partner Anne Meara, provided occasional voices. Lovable Truly, So-Hi and Rory Raccoon are all voiced by MacFadden and Sugar Bear was, as noted, Gerry Matthews. Oh — and if you listen to the theme song, you may pick out one of the singers…the legendary Thurl Ravenscroft, who provided the voice of Linus's arch-rival, the other great cereal-selling jungle cat, Tony the Tiger. Let's roar…
