Fooyung (The Rickshaw Boy) - Wheaties Cereal mask (1940s-50s) - backside

This “Fooyung, The Rickshaw Boy” mask is among the more unusual and culturally themed designs issued by Wheaties on the backs of cereal boxes during the 1940s–50s. It reflects a mid-century fascination with “exotic” characters drawn from pulp fiction and film imagery of the period. Though outdated today, the mask remains a significant piece of advertising history and a glimpse into how commercial art mirrored popular culture of the time.

As with all Wheaties masks, most were cut out and discarded after play, leaving few intact examples. Complete box panels, particularly those featuring less common characters like Fooyung, are scarce in today’s market.

Measures: 12.5 x 10 inches
Date: 1940s–1950s
Origin: Wheaties cereal backside premium

Rarity: Rare. While more plentiful characters like Harold Teen or Firefang surface periodically, Fooyung appears far less frequently, especially in full-panel form.