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Smokey Bear's Fire Still Burning at 65

But some criticize his simple message

By Matt Cantor,  Newser Staff

Posted Jul 24, 2009 9:24 AM CDT

(Newser) – He turns 65 this year, but Smokey Bear’s nowhere near extinguished, the Los Angeles Times reports. The mascot remains as fiercely beloved by baby boomers as he is fiercely protected by the government: Federal law keeps his image from unauthorized use, which can result in a $150,000 fine. Annually, he brings in $1 million—but over the years, he has seen his share of controversy.

Smokey Bear was born in 1944 as part of a campaign to protect America’s wood for the war effort. But some say his longtime message, “Only you can prevent forest fires,” has actually contributed to raging wildfires. Forests wind up artificially packed with wood, “creating a very flammable forest,” says an expert. Today, Smokey's message has been adjusted to focus on wildfires while marketers try to update his image. “We want him to be seen as a very cool bear,” says one.

Alaa Mohmad, 8, of Fairfax, Virginia, and Iraqi native Hussein Al Hussein pose for a photograph with Smokey Bear before a naturalization ceremony on the National Mall May 5, 2008 in Washington, DC.
Alaa Mohmad, 8, of Fairfax, Virginia, and Iraqi native Hussein Al Hussein pose for a photograph with Smokey Bear before a naturalization ceremony on the National Mall May 5, 2008 in Washington, DC.   (Getty Images)
Smokey Bear.
Smokey Bear.   (©Wayne National Forest)
Smoke from the Angora fire rises near a Smokey the Bear cutout and fire sign on Highway 89 Tuesday, June 26, 2007, in South Lake Tahoe, Calif.
Smoke from the Angora fire rises near a Smokey the Bear cutout and fire sign on Highway 89 Tuesday, June 26, 2007, in South Lake Tahoe, Calif.   (AP Photo/Ben Margot)
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COMMENTS
Showing 3 of 3 comments
Shannonals
Jul 24, 2009 8:16 AM CDT
Has it really benn 65 years. I remember watching his cartoon clip ads as a child.
BlahBlahBlah
Jul 24, 2009 3:52 AM CDT
Smokey rocks! I will never forget the first time that I played with matches. It was sooooo cool.
Yourself
Jul 24, 2009 3:13 AM CDT
"we want him to be seen as a very cool bear" then send him to the arctic?

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