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Rob Lambert
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The roots of Colorforms go back to 1952, starting as a small company from New York. The first licensed cartoon character by Colorforms was Popeye (1958). The familiar logo (three shapes with the smile face on the "C") was created in 1959. The slogan in TV commercials was changed in 1967 to simply, "It's Colorforms Fun." Colorforms remained independent until 1997, changing hands several times since then. Colorforms was not big-budgeted in TV advertising. Commercials aired mostly on local, syndicated kids programs (little network exposure) into the 1970s. It was successful despite this.
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