Bubble finally bursts for Bazooka Joe: Gum manufacturers drop iconic comic strip after 60 years

I t has been an iconic feature of a popular brand for almost 60 years.



But for the first time since its introduction in 1953, Bazooka bubblegum is to have a major overhaul of its packaging.



Not only will it lose its popular red, white and blue colour scheme but its iconic comic strip featuring Bazooka Joe will also be replaced.

Changes: For the first time since its introduction in 1953, Bazooka bubblegum is to have a major overhaul of its packaging

The wrap-around comic strip has become a key feature of the bubblegum. There are now 50 different comic-strip wrappers to collect.



But despite its popularity it is to be replaced with brainteasers and puzzles.



They will include 'funtivities' and digital codes which can be used to unlock videos and video games online.

Instead of the patriotic red, white and blue colour scheme, the new design, as reported by Gawker, will instead feature 'saturated hues like fuchsia and yellow' .

Speaking to The New York Times, Carbone Smolan Agency founder Ken Carbone said the new design 'takes visual cues from comic books and skateboard culture and graffiti'.

End of an era: Not only will the bubblegum lose its popular red, white and blue colour scheme but its iconic comic strip featuring Bazooka Joe, pictured, will also be replaced

Overhaul: The wrap-around comic strip has become a key feature of the bubblegum

The overhaul follows a recent poll which found that only 7 per cent of children aged from 6 to 12 knew who Bazooka Joe was. His role will now be minimised to occasional illustrations.



The bubblegum was first marketed after World War 11 in America. The bubblegum is sold in a number of countries, often with the Bazooka Joe comic strips translated into the local language.

