Sugar Bear was the advertising cartoon mascot for Post Super Sugar Crisp cereal. He originally appeared as a character in the 1963 Saturday morning cartoon Linus the Lionhearted. Most of the characters in the series were mascots for Post cereal products. Sugar Bear – the shallow eyed, easy going, Dean Martin sounding character – proved the most popular of the lot. So in 1972, when fabricated cartoon bands were the craze, Post Super Sugar Crisp created their own pop group called The Sugar Bears.