Maypo

Maypo was developed by the Maltex Corporation in Burlington, Vermont, a company that had been manufacturing wheat and barley cereal since 1899 under the name Malted Cereals Company. Maypo was first marketed in 1951.

Shortly after the development of Maypo, Maltex was sold in 1956{{Cite web|url=https://homestatfarm.com/pages/the-tale-of-marky-maypo|title=The Tale Of Marky Maypo|website=HomestatFarm|access-date=2017-05-04}} and became a division of Heublein.{{cite book|author1=Jack Lazor|author2=Eliot Coleman|title=The Organic Grain Grower: Small-Scale, Holistic Grain Production for the Home and Market Producer|url=https://books.google.com/books?id=nvXAz2w50FIC&pg=PA8|year=2013|publisher=Chelsea Green Publishing|isbn=978-1-60358-365-7|pages=8–}}{{cite book|title=Catalog of Copyright Entries: Third series|url=https://books.google.com/books?id=KzAhAQAAIAAJ&pg=RA1-PA146|year=1956|pages=1–}} By the mid-1960s its market share had declined and Maltex was sold to American Home Products.{{cite book|author=Thomas Riggs|title=Encyclopedia of Major Marketing Campaigns|url=https://books.google.com/books?id=MWUPAQAAMAAJ|date=January 2000|publisher=Gale Group|isbn=978-0-7876-3042-3|pages=807–809}} In 2001 Homestat Farm, Ltd. purchased Maypo.

The original "I Want My Maypo" ad was developed in 1956 by the Fletcher, Richards, Calkins & Holden Advertising Agency. The animation was done by Emery Hawkins, and produced by John Hubley’s studio.{{cite book|author=Lawrence R. Samuel|title=Brought to You By: Postwar Television Advertising and the American Dream|url=https://books.google.com/books?id=9kk_t9PhFMkC&pg=PA104|year=2001|publisher=University of Texas Press|isbn=978-0-292-77763-7|pages=104–}}{{cite book|author=Bob Shannon|title=Turn It Up! American Radio Tales 1946-1996|url=https://books.google.com/books?id=IOd_Y6_Af8EC&pg=RA1-PA52|date=September 2009|publisher=Austrianmonk Publishing|isbn=978-1-61584-545-3|pages=1–}} The commercial, which appealed to children, increased sales on average 78%, with some markets increasing sales by 186%.

Maypo's later television ads sometimes featured athletes—including Mickey Mantle, Wilt Chamberlain and Johnny Unitas—crying "I want my Maypo!"{{cite book|author=Allen Barra|title=Mickey and Willie: Mantle and Mays, the Parallel Lives of Baseball's Golden Age|url=https://books.google.com/books?id=0tfTfalebVQC&pg=PA354|date=May 14, 2013|publisher=Crown/Archetype|isbn=978-0-307-71650-7|pages=354–}}

MTV's "I want my MTV!" image and branding campaign in 1982 was based on the "I want my Maypo!" catchphrase; both were developed by George Lois.{{cite web|author=Peter Vidani|url=http://fredseibert.com/tagged/IWMM|title="I Want My MTV!" Fred Seibert dot com|publisher=Fredseibert.com|accessdate=2012-11-28}}

{{cite book|author=Diane Barthel|title=Putting On Appearances: Gender and Advertising|url=https://books.google.com/books?id=Qkd_W3P5FLIC&pg=PA30|date=August 14, 1989|publisher=Temple University Press|isbn=978-0-87722-661-1|pages=30–}}

A Maypo commercial is seen on a television screen in the 1999 animated film The Iron Giant. In the 2015 Signature Edition, it was replaced with a commercial advertising Disney's Tomorrowland attraction.{{cite web|url=https://www.movie-censorship.com/report.php?ID=785831|title=Iron Giant, The (Comparison: Theatrical Version - Director's Cut) - Movie-Censorship.com|first=Gerald|last=Wurm|website=www.movie-censorship.com}}

• {{portal-inline|Food}}
• Cream of Wheat
• List of porridges
• Malt-O-Meal

{{Reflist}}

• [https://homestatfarm.com/pages/maypo-history History of the Maypo brand]
• [http://www.lavasurfer.com/bchof/hof-maypo.html History of Marky Maypo, the Maypo mascot]

{{Burlington, Vermont}}

{{Oats}}

Category:Breakfast cereals

Category:Porridges

Category:Oats

{{food-product-stub}}

{{Breakfast-stub}}