It's Not About the Cartoons

Here I was, a kid bounding out of bed early Saturday morning to park myself in front of the TV to watch cartoons, thinking it was all about funny characters doing and saying things I could laugh at.

How wrong I was.

It was all about money.

To the right you see an ad in Women’s Wear Daily telling you, Mr. and Mrs. American Clothing Manufacturer, that you can buy up the rights to make Winnie Witch pyjamas or Squiddly Diddley slippers and watch the profits roll in. Winnie who? Squiddly what? Yes, it’s true, the cartoons haven’t even debuted yet, but look at the Bill and Joe track record!

My innocence and naivety wants to believe that when Bill Hanna and Joe Barbera were stupidly punted from MGM amidst financial and corporate turmoil in 1957, their sole reason to create cartoons was to create entertainment. But by 1965, Barbera himself admitted that wasn’t case. “We ask ourselves, would you want to take this character-to-be as a stuffed toy? If not, out it goes.” (It begs the question, who would want a stuffed ant? But let us move on).

1965 also marked a change at Hanna-Barbera. Previously, it had made cartoons for family viewing in the early evening hours, and then in prime time. Now, it was concentrating strictly on children’s programming by providing new product (dare I call it that?) for Saturday mornings. It was a natural and logic extension of the studio’s reason for existing. Originally, it provided new, made-for-TV cartoons in an era where stations showed old theatricals. Before 1965, almost all cartoons on Saturday mornings were old theatricals or reruns (Linus the Lionhearted from Ed Graham being a notable exception). Now Hanna-Barbera would make new, made-for-TV cartoons for that time period. Hanna-Barbera was wildly successful in the early evening hours. It became, arguably, even more wildly successful in Saturday mornings, bouncing old filmed shows like Fury and puppet programmes off the air.

When Magilla Gorilla was about to air, H-B had teased kids with an almost prime-time special which, in essence, was a half-hour ad for the show (as the show was syndicated, stations picking it up aired the special whenever convenient). In 1965, the studio did it again to push its coming Secret Squirrel and Atom Ant shows. The special was quickly sold to Kellogg and Mattel, then plunked into a Sunday 6:30 p.m. time slot on NBC. Alas, kids in the Eastern time zone missed the first 25 minutes because a golf match ran long. Nonetheless, they dutifully parked themselves in front of their TVs on Saturday, October 2nd at 9:30 a.m. (8:30, Central time) to watch the debut of Hanna-Barbera’s latest starring characters.

H-B was still fine in 1965 as far as critics were concerned, thanks to the fun Huck Hound, Quick Draw and Yogi Bear shows, and the popularity of the Flintstones. No less a critic than Charles Champlin of the Los Angeles Times heaped praise on the studio in this piece the paper’s syndicate disseminated on its wire. A version of it originally appeared in the Times on May 5th that year (the ad below appeared in the Times; similar drawings showed up in other papers).

A Factory of Geniuses
Flicker Cartoons Improve With Age
By Charles Champlin.
LOS ANGELES—Some scholar probably will drive up in a buggy and tell me that the animated cartoon was invented in Mesopotamia in the year 7 B.C. and that there are cave drawings of a cartoon character named Hippy Hamster with big ears and pie-slice eyes, from whom the whole genre descended. Nevertheless, the animated cartoon seems to me to be the equivalent in the visual arts of jazz in the music field as a distinctive and indigenous American contribution to the world scene.
Unlike many youthful enthusiasms which have had to be left behind in Nostagliaville, like Buck Jones serials, Ralston straight-shooter pins and penny candy you don’t have to pick up with tweezers, the animated cartoon continues to flourish.
In fact, the argument here is that, nostalgia be damned, the cartoon is one of those rare beasts that has improved with age. It has lost its saccharine, hearts-and-flowers quality and become so hip and switched-on that it has all the characteristics of an electric train set—ostensibly for the kiddies, but it’s the grown-ups who are rolling on the floor.
Television inaugurated the golden age, and for one TV season it looked as if the cartoons would drown in their own success. Operating on the familiar adage that “if it works, copy it,” the networks in 1961 went so cartoon-happy that there was talk of animating the Huntley-Brinkley report. there was, as you’ll remember, the Alvin Show, and there was Calvin and the Colonel, and there were Bullwinkle and Top Cat and the Flintstones and the whole Hanna-Barbera menagerie that really unleashed it all in 1957.
It was too good to last, or rather it was not quite good enough to last as a prime-time caper, and some of the cells went dead. Bullwinkle, which I think history will regard as the Krazy Kat of televised cartoons, survives in re-run but no new ones are being made although the Jay Ward-Bill Scott team has other shows in preparation.
The winners and still champs, survivors of the debacle that threatened to over-compensate and (a favorite showbiz habit) wipe out the good along with the bad, are Joe Barbera and Bill Hanna. And what winners.
Somebody has called them “baby sitters to the world,” and it’s got to be true. Something like 335 million people in 55 countries watch the HB product every week.

There’s a Yogi Bear feature film in the works and an hour-long “Alice in Wonderland” special for ABC-TV. There’ll shortly be a slew of Hanna-Barbera label records featuring the various characters. Plans are afoot to make Yogi Bear a disc jockey.
Next fall, by present plan, there’ll be not less than 18 Hanna-Barbera half-hours a week on television, and it is very possible that Hanna-Barbera will be competing with itself on all three networks on Saturday mornings.
Their moated and be-fountained fun factory in Hollywood keeps 250 geniuses off the streets, and there Atom Ant and Secret Squirrel are taking shape for NBC for the fall.
One sizable room at the factory is crammed floor to ceiling with samples of tie-in merchandise, and at that, this trove represents only 5 per cent of the available itemage. It ranges from the usual books and toys to sheets, window shades and a Japanese Yogi Bear lunch bucket which is about the size of a paperback edition of “The Good Earth” and is segmented for fish and rice.
When I stopped in at the factory, Joe Barbera was talking to one of the writers who works at home (Seattle, as it happens) but was in for the day . . . “Flies across the field and knocks down the trees, chonk, chonk, chonk!” the writer was saying. “Right, right, right,” said Joe.
“We figure our audience starts at 4,” he was saying later. “By then the kids have the strength to turn on the set and change channels. And they’re so smart then, so discriminating. You can’t fool around with them or give them the fairy tale stuff.
“Here you see two guys running like mad to keep abreast of their interests. You never get old in our business. You can’t. You’ve got to be on top of the times. And not just for kids, either. I’m on a screaming campaign to make the point that cartoons are not just for kids. They’re for everybody.”
Bill Hanna and Joe have their own research and development staff, dreaming up characters and premises for two and three seasons hence. The basic test is simple.
Says Barbera, “We ask ourselves, would you want to take this character-to-be as a stuffed toy? If not, out it goes. Even our villains have to be friendly.”
The boys have had some clangers. Tests showed that “the Jetsons” should’ve been bigger than the Flintstones, but it sank in the wrong time-slots. And their beautifully drawn, carefully researched cartoon venture “Johnny Quest” [sic] has lost them more than $500,000. On the other hand, every cartoon they’ve made is still showing somewhere, and they’ll likely go on forever.
At their best, the cartoons of this golden age have fled the never-never world and settled in at right now—a thinly disguises right now with paws instead of hands and with whisker, antlers or tails. They’ve substituted the wisecracker for the nutcracker and they make a running, jumping commentary on all us comic citizens of right now.

I liked Secret Squirrel. Some of the gadgets were contrived, but Paul Frees’ voice work was terrific. And six minutes, once a week was just the right amount of time to be able to stomach Precious Pupp. The rest of the cartoons? Yawn to blecch, even when viewed with the maudlin mask of nostalgia. Sorry, I’ll take Huck and Quick Draw. They’re still entertaining. And what’s that, Joe? You’re green-lighting Space Ghost because he’ll make a great action figure? That’s the cartoon biz, I guess.