Bruno (The Dog) - Wheaties Cereal mask (1940s-50s) - backside

This “Bruno the Dog” mask is one of the rarest and most elusive characters from the postwar Wheaties mask series of the late 1940s–50s. With his floppy ears, cartoonish snout, and expressive eyes, Bruno was designed to capture the lighthearted playfulness of cereal-box fun at a time when advertising and comics blurred together in children’s imaginations.

Unlike the more common Wheaties character masks (such as Klondike Jim or King Lionheart), Bruno has a very low survival rate. Because he was offered for a limited time and was primarily aimed at younger children, most examples were cut out immediately and discarded after rough play. Complete panels like this, still retaining the Wheaties branding and backside cutout, almost never surface.

Measures: 10 x 12.5 inches
Date: 1940s–1950s
Origin: Wheaties cereal backside premium

Rarity: Rare. Among the Wheaties mask series, Bruno ranks near the top in scarcity. Very few intact panels are known to remain, making this a standout piece for serious collectors.