Br'er Rabbit (Walt Disney) - Wheaties Cereal mask (1951) - backside

In 1951, General Mills partnered with Walt Disney to produce one of the most iconic cereal-box promotions of the postwar era: a set of full-color Disney masks printed on the backs of Wheaties boxes. Among them was Br’er Rabbit, the quick-witted trickster from Disney’s Song of the South (1946), captured here in bright, playful detail.

Br’er Rabbit was a central figure in Disney’s mid-century storytelling, adapted from the Uncle Remus folktales. The inclusion of his character alongside Disney heavyweights like Mickey and Donald reflected both his popularity and Disney’s efforts to market a wide range of animated personalities. For many children in the early 1950s, cutting out Br’er Rabbit from a Wheaties box and playing pretend was their first direct encounter with Disney’s world of make-believe.

Measures: 12.5 x 11.5 inches
Date: 1951
Origin: Wheaties / Walt Disney promotional crossover

Rarity: Rare. While not as scarce as Mickey, Br’er Rabbit remains one of the harder-to-find masks in the set, especially in full-panel form.