He exhibits the ability to smell Froot Loops from great distances and invariably locates a concealed bowl of the cereal while intoning, "Follow your nose!

[2][3] After the death of Paul Frees, Toucan Sam's voice was performed by Maurice LaMarche (1986–2021),[3] then Matthew Curtis for a single spot in 2020.

[citation needed] The Toucan Sam campaign was produced by Pepper Films, Inc. until 2013 when Kellogg's transitioned the Froot Loops brand to CGI with animation company Nathan Love.

The design received negative reactions, with many detractors noting that actual toucans don't have human-like mouths in real life.

[9] He was redesigned again in 2021, retaining his original look in a brighter blue with red, orange, green, and purple stripes on his nose, while having a more solid appearance instead of a feathery texture.

A study published in the journal Obesity Reviews, suggested familiar media character branding appeared to be "a powerful influence on children's preferences, choices and intake of less healthy foods.

[12][13][14][15] A study by a coalition that included Action on Sugar and Children's Food Campaign in the UK, found that 51% of 526 assessed "child-friendly" food and drink products with popular cartoon characters on their packaging were high in sugar, saturated fat, salt and fat, with only 18 healthy products such as fruit, vegetables and water were found to use child-friendly cartoons.

"[19][20][21] Consumption of sugar-sweetened drinks dropped 25 percent in the 18 months after Chile adopted these regulations, which also included octagon front-of-package warning labels and a ban on junk food in schools.