Bugs Bunny [Quaker Puffed Rice/Wheat - B Series] #1
☆ Be the first to review + Add to your collection — Join freeThis pocket-sized, mail-order-only promotional comic represents a distinctive chapter in how Golden Age publishers reached young readers outside the newsstand entirely — placing licensed Warner Bros. characters directly in cereal boxes as a consumer incentive. As the lead issue of Set B, 'Bugs Bunny and Buried Treasure' pairs Bugs against Yosemite Sam and Porky Pig in a self-contained adventure, demonstrating how quickly Looney Tunes properties were adapted into multi-character comic storytelling just a few years after Sam's theatrical debut. The Quaker Puffed Wheat/Rice series as a whole — fifteen issues across three sets — stands as one of the more ambitious cereal-premium comic campaigns of the late 1940s, an era when Western Publishing leveraged its Warner Bros. license far beyond the Dell newsstand arrangement.
ComicBooks.com’s Estimated Value
Find on ebay
Sell my copy
Have this issue — or a whole collection? Get a fair offer from us, skip the marketplace fees and the hassle.
We Buy Collections ▸History
Western Publishing, which held the Warner Bros. Looney Tunes comic license and produced comics for Dell's newsstand distribution, also operated a separate arm creating giveaway and premium comics entirely outside Dell's involvement. The Quaker Oats promotion was one such effort: Western produced all fifteen issues for Quaker Oats, who distributed them via a mail-in coupon printed on the back label of select Quaker Puffed Wheat cereal boxes, with each set of five books available for fifteen cents. The comics arrived in a branded mailing envelope illustrated with Bugs Bunny. No individual writer or artist credits for the B Series issues have surfaced in available sources.
Trivia · 8 facts
- Story title: 'Bugs Bunny and Buried Treasure' — the lead issue (B-1) of the five-comic B Set.
- Published 1949 by Quaker Oats; produced by Western Publishing under the Warner Bros. Looney Tunes license.
- Distributed exclusively via mail-order: readers cut a coupon from the back label of Quaker Puffed Wheat cereal boxes and mailed in 15 cents to receive a set of five pocket-sized comics.
- Format: approximately 6.75" x 3", 32 pages, full color on newsprint — a miniature digest designed to arrive by post.
- The complete Quaker promotion comprised three sets (A, B, and C), totaling 15 issues, each set delivered in a distinctive Bugs Bunny–illustrated mailing envelope.
- Guest stars Yosemite Sam and Porky Pig; Yosemite Sam had made his first comic book appearance the prior year in Dell's Four Color #187 (April 1948), making this one of his earliest comic guest appearances.
- These comics were produced by Western Publishing independently of its concurrent Dell newsstand partnership — Dell had no involvement in premium/giveaway titles.
- The other B-Set issues are: B-2 'Bugs Bunny Outwits the Smugglers,' B-3 'Bugs Bunny Joins the Marines,' B-4 'Bugs Bunny Meets the Dwarf Ghost' (also guest-starring Yosemite Sam and Porky Pig), and B-5 'Bugs Bunny Finds Aladdin's Lamp' (guest-starring Elmer Fudd).
Cast · 3 characters
Reviews
Reader reviews
No reader reviews yet.