Tricks (The Magician) - Wheaties Cereal mask (1940s-50s) - backside

"Tricks the Magician” is one of the most distinctive characters from the postwar Wheaties cereal mask series of the 1940s–50s. With his sharply arched eyebrows, mischievous smile, and Van Dyke beard, Tricks embodied the golden-age fascination with stage magic, vaudeville, and comic-strip tricksters. Children could cut out the mask from the back panel of a Wheaties box, bringing a touch of theatrical flair to imaginative play.

Unlike the more straightforward animal and comic-inspired masks, Tricks carried a whimsical adult persona—unusual for cereal promotions of the era, which were often geared toward heroic or childlike figures. His limited run and unique design have made him a favorite among advanced collectors of cereal premiums and vintage advertising.

Measures: 10 x 12 inches
Date: 1940s–1950s
Origin: Wheaties cereal backside premium

Rarity: Rare. Among the Wheaties mask set, Tricks is not often found intact. Survival of complete box-back panels is especially low, placing him in the upper tier of collectible scarcity.