"Toucan Sam" is the cartoon toucan mascot for "Froot Loops" breakfast cereal. The character has been featured in advertising since 1963. He exhibits the ability to smell "Froot Loops" from great distances and invariably locates a concealed bowl of the cereal while isaying, "Follow your nose! It always knows!", sometimes followed by "The flavor of fruit! Wherever it grows!"

The cartoon character was originally voiced by Mel Blanc (May 30, 1908 – July 10, 1989), using an ordinary American accent. The ad agency later decided to switch to a British accent. They employed Paul Frees (June 22, 1920 – November 2, 1986) to do what is, in effect, an imitation of British actor Ronald Colman (9 February 1891 – 19 May 1958). After the death of Paul Frees, "Toucan Sam's" voice was performed by Maurice LaMarche (1986–2021). In July 2021 voice actor Colin Cassidy (born 1972) became the voice of "Toucan Sam".

In 2020, "Toucan Sam" was redesigned to a more simplistic and contemporary design. The design received negative reactions, with many detractors noting that actual toucans don't have human-like mouths in real life. 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. This was done due to the overwhelming negative reaction the previous redesign received.

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