Twinkie The Kid isn’t the only advertising icon at risk of being eliminated due to business decisions beyond his control.

Now, it looks like Bazooka Joe, the eyepatch-wearing bubblegum mascot, is being chewed up and spit out by Topps, Inc., after a 59-year career appearing in tiny three-or-four panel cartoons that doubled as wrapping paper.

As part of a rebranding effort, Bazooka Candy Brands, a division of Topps, Inc., has decided to get rid of the comics and replace them with puzzles and brain teasers, the New York Times reported.

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