The Fur Trade: How the Care Bears Conquered the '80s

Care Bears were one of the great merchandising success stories of the 1980s.
Care Bears were one of the great merchandising success stories of the 1980s.
Kristy Sparrow, Getty Images

How do you patent a teddy bear? That was the question facing executives at American Greetings, the popular greeting card company, and toy kingpin Kenner in the early 1980s. American Greetings was coming off the success of Strawberry Shortcake, an apple-cheeked sensation that adorned cards and hundreds of licensed products. Kenner was the force behind the Star Wars action figure line, which rolled out in the late 1970s and went on to become one of the biggest success stories in the history of the toy industry.

Now the two companies wanted to collaborate on a line of teddy bears. For Kenner, it was an opportunity to break into the lucrative plush toy market. For American Greetings, having a stuffed, furry iteration of a greeting card—complete with a name, a unique color, and an emotional message—was the goal. The solution? Put greeting card-esque designs on the bears's stomachs and call them Care Bears. It was a simple idea that proceeded to rake in roughly $2 billion in sales in the Care Bears's first five years alone.

 

Strawberry Shortcake was the brainchild of Those Characters From Cleveland, a creative subsidiary of American Greetings headed up by co-presidents Jack Chojnacki and Ralph Shaffer. (While on a business meeting on the West Coast, the two overheard a receptionist telling someone that “those guys from Cleveland” were there, inspiring the name.) Given a mission from Kenner to reinvent the teddy bear, a childhood staple since the turn of the 20th century, Those Characters recruited cartoonist Dave Polter and freelance artist Elena Kucharik.

Shaffer examined the rainbow, heart, and other greeting card designs submitted by Polter. He then examined the bear sketches turned in by Kucharik. They fit together like two puzzle pieces. Putting the colorful designs on the bear’s stomach gave it a quality similar to the sentimental cards American Greetings was known for.

Care Bears symbolize friendship—and billions of dollars in revenue. Kristy Sparrow, Getty Images

Those Characters continued to refine the look of the bears, compressing their frame and giving them a little extra volume to make them more squeezable, and a heart-shaped button on their rear ends identified them as Care Bears. American Greetings was able to secure a patent based on the graphic design of their bellies. Their two-dimensional look was fleshed out by Sue Trentel, a plush designer who was able to craft a teddy that resembled the drawings.

The creative team eventually settled on a lineup of 10 bears, each one a different color and reflecting a different emotional dimension. There was Bedtime Bear, Birthday Bear, Cheer Bear, Friend Bear, Funshine Bear, Good Luck Bear, Love-a-Lot Bear, Tenderheart Bear, and Wish Bear, along with one anomaly. To balance out the potential overdose of saccharine feelings, Grumpy Bear was added. In the narrative devised by Those Characters, the Care Bears lived in a giant castle and went out on missions of caring.

While Kenner was leading the charge in terms of marketing, American Greetings knew they had a premise with broad appeal. Before any Care Bears made it to shelves, the company secured 26 licensees to manufacture everything from clothing to bedsheets to coloring books. Retailers who may have been reluctant to devote store space to a new line of teddy bears were impressed by the support, leading chains like Walmart, Kmart, and Target to quickly sign on.

 

To complement the launch of the Care Bears at the 1983 Toy Fair in New York City, Kenner president Bernie Loomis mounted a major Broadway-style stage production at a cost of roughly $1 million. During the show, Strawberry Shortcake made an appearance to introduce the next great merchandising craze.

The bears went on sale that March and quickly sold out. Desperate for more product, Kenner promised a factory owner in Taiwan a new Mercedes if he could make 1 million more Care Bears—and quickly. (Kenner got their bears, and the factory owner got his car.) American Greetings had a 16-foot stretch of Care Bears cards lining the greeting card aisles. An animated series was a hit. The Care Bears Movie followed in 1985. By 1988, more than 40 million Care Bears had been sold. By 2007, the number was 110 million. The teddy bear had successfully been reinvented.

Care Bears have endured for nearly 40 years. Kristy Sparrow, Getty Images

The Care Bears have been reintroduced several times, including in 2002, 2007, and 2013. American Greetings is still marketing the Care Bears under their Cloudco Entertainment brand. A new animated series, Care Bears: Unlock the Magic, began airing on Boomerang in 2019, while apparel and other licensing—like Care Bears Funko Pops! and Care Bears clothing for Mattel’s Barbie—is still going strong.

Why the enduring appeal? In 2007, Polter credited the secularized version of values that are often instilled in churches. The Care Bears were on a mission of sharing, loving, and caring—a greeting card message that never had to leave your side.

Save Up to 80 Percent on Furniture, Home Decor, and Appliances During Wayfair's Way Day 2020 Sale

Wayfair
Wayfair

From September 23 to September 24, customers can get as much as 80 percent off home decor, furniture, WFH essentials, kitchen appliances, and more during the Wayfair's Way Day 2020 sale. Additionally, when you buy a select Samsung appliance during the sale, you'll also get a $200 Wayfair gift card once the product ships. Make sure to see all that the Way Day 2020 sale has to offer. These prices won’t last long, so we've also compiled a list of the best deals for your home below.

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From Ear to Eternity: When Mike Tyson Bit Evander Holyfield

Evander Holyfield (L) and Mike Tyson (R) compete in their rematch in Las Vegas on June 28, 1997. The bout would make sports history.
Evander Holyfield (L) and Mike Tyson (R) compete in their rematch in Las Vegas on June 28, 1997. The bout would make sports history.
Focus On Sport/Getty Images

As the 16,000 spectators began filing out of the MGM Grand Garden Arena in Las Vegas, Nevada, following a night of fights on June 28, 1997, MGM employee Mitch Libonati noticed something strange on the floor of the boxing ring. He later described it as being roughly the size of a fingernail, with the texture of a piece of hot dog or sausage.

It was no concession stand remnant. It was a piece of Evander Holyfield’s ear.

Wrapping the morsel of flesh in a latex glove, Libonati hurried backstage, where Holyfield was conferring with officials and doctors after his opponent, Mike Tyson, had been disqualified for biting him on the left ear. In all the commotion, Libonati wasn't allowed inside the room. But Michael Grant, one of Holyfield’s training partners, accepted the ear fragment on Holyfield’s behalf.

Libonati’s discovery was the climax to one of boxing’s most controversial and bizarre evenings, one in which "Iron" Mike Tyson—the most famous fighter of his era—meted out a savage reprimand for what he perceived was dirty fighting on the part of Holyfield. The ear-biting far exceeded the brutal underpinnings of boxing and added to Tyson's reputation as a frenzied combatant both in and out of the ring.

 

Mike Tyson’s collision with Evander Holyfield had started when the two were just teenagers. On the amateur circuit, they had sparred together—not quite knowing the heights each would achieve, but understanding the other would be a formidable obstacle if they were to ever meet as professionals.

Evander Holyfield (L) had success against Mike Tyson (R) early on.Focus On Sport/Getty Images

Tyson was a prodigy, having won the heavyweight championship of the world in 1986 at the age of 19 and dominating the division up until an upset loss to James “Buster” Douglas in Tokyo, Japan, in 1990. Holyfield was the lighter fighter at cruiserweight (190 pounds), moving up to the heavyweight division in 1988 and gaining respect for his trilogy with Riddick Bowe.

Long before that fateful night in 1997, Tyson's personal life had started to overshadow his accomplishments inside the ring: An allegedly abusive marriage to actress Robin Givens darkened his image in the media and ended in a very public divorce after just one year. In 1992, a rape conviction sidelined the fighter for more than three years while he served out his prison sentence.

When Tyson returned to the ring, he rattled off a string of wins against fighters not quite at his level, including Peter McNeeley, Buster Mathis Jr., Frank Bruno, and Bruce Seldon. Holyfield had stepped away from competition in 1994, but as Tyson knocked off inferior opponents, talk of a bout with Holyfield intensified. Finally, the two met in Las Vegas on November 9, 1996, with Tyson a 17-1 favorite over the semi-retired Holyfield.

Holyfield would prove his doubters wrong. Through 11 rounds of action, he outmaneuvered and outclassed Tyson by negating his opponent's power with movement and volume. Holyfield also landed headbutts that were declared unintentional, but to Tyson seemed deliberate. Before the fight could see a 12th round, Holyfield knocked Tyson down and earned a technical knockout victory.

 

While it was an undoubtedly disappointing moment for Tyson, an upset in boxing virtually guarantees a lucrative rematch deal. Both men agreed to meet a second time, with Holyfield earning $35 million and Tyson getting $30 million. Tyson’s camp, however, insisted that the referee from the first bout, Mitch Halpern, not be booked for the second, because Tyson felt he failed to call the illegal headbutts. The Nevada State Athletic Commission didn’t want to be seen capitulating to Tyson’s demands, but Halpern stepped aside voluntarily. So referee Mills Lane took his place.

Evander Holyfield (L) and Mike Tyson (R) first met as amateurs.Focus On Sport/Getty Images

Before a huge crowd full of A-list celebrities like Sylvester Stallone and a then-record 1.99 million households that had purchased the event on pay-per-view, Tyson and Holyfield met for a second time at the MGM Grand Garden Arena on June 28, 1997. While Holyfield took the first round, Tyson appeared fit and adaptive, and came out blazing in round two. Then, just as Tyson had feared, Holyfield’s headbutt struck him again.

The clash of heads opened a cut over Tyson’s right eye, which threatened to obscure his vision as the fight went on. It also opened a reservoir of frustration in the fighter that would manifest in a spectacularly violent way.

Coming out for the third round, Tyson had forgotten his mouthpiece and had to go back and retrieve it—a foreshadowing of things to come. His aggression was working against Holyfield, but with 40 seconds left in the round, the two clinched up. Tyson moved his mouth so it was near Holyfield’s right ear. With his mouthpiece still in place, he clamped down on the ear, ripped the top off, and spat it along with his mouthguard onto the canvas.

Holyfield jumped up in the air in shock and pain. Referee Mills Lane was initially confused by what had happened until Holyfield’s trainers, Don Turner and Tommy Brooks, yelled out what Tyson had done. Lane called for a doctor then told Marc Ratner, the executive director of the athletic commission, that he was going to end the fight. Ratner asked if he was sure. Seeing Holyfield was bleeding from his ear but otherwise ready to fight, Lane waved the two men back into competition.

Incredibly, Tyson bit Holyfield a second time, this time on the left ear, before the round ended. This time, Lane was aware of what was happening and had seen enough. Before the start of the fourth round, he disqualified Tyson.

 

That was far from the end of it. Realizing he had lost the fight, Tyson grew incensed, shoving Holyfield from behind and pawing at the security guards who had stormed the ring in an attempt to restore order.

After the bout, Tyson didn’t appear to be overly contrite. He explained that he was frustrated at Holyfield headbutting him without being penalized, and said he had lost control.

An emotional Mike Tyson reacts to his disqualification loss to Evander Holyfield.Focus On Sport/Getty Images

“Listen,” Tyson said. “Holyfield is not the tough warrior everyone says he is. He got a nick on his ear and he quit.”

Tyson believed his retaliation was justified. “This is my career," he said. "I’ve got children to raise and this guy keeps butting me, trying to cut me and get me stopped on cuts. I’ve got to retaliate. What else could I do? He didn’t want to fight. I’m ready to fight right now. Regardless of what I did, he’s been butting me for two fights. I got one eye. He’s not impaired. He’s got ears. I’ve got to go home and my kids will be scared of me. Look at me, look at me, look at me!”

Two days later, Tyson issued a tempered apology in an effort to minimize the consequences, but it was too late. In addition to losing his boxing license in the state of Nevada, Tyson was fined 10 percent of his purse, or $3 million, which was thought to be the largest fine in sports at the time.

 

Tyson could never entirely shake the stigma of his actions. When a lucrative bout with Lennox Lewis was being planned in 2002, the fight ultimately ended up taking place in Memphis, Tennessee; Nevada refused to restore Tyson's license following a press conference brawl between the two men.

Tyson ultimately continued competing through 2005, when he lost his last bout to Kevin McBride. Holyfield retired in 2011. Earlier this year, the 54-year-old Tyson expressed a desire to return to the ring. The fighter once known as "The Baddest Man on the Planet" is scheduled to fight Roy Jones Jr. on November 28, 2020. Yet Holyfield, now 57 years old, remains a possible future opponent.

The two have occasionally interacted in public in interviews, with Tyson expressing remorse and Holyfield admitting he briefly thought about biting Tyson on his face right back. The pair even filmed a spot for Foot Locker in which Tyson “gave” Holyfield the missing piece of his ear.

In reality, Holyfield never did get his ear back. After Mitch Libonati handed it over to Michael Grant, the piece somehow fell out of the latex glove while being transported to the hospital.

Many fighters talk about leaving a little piece of themselves in the ring. It’s usually metaphorical. For Evander Holyfield, it was simply the truth.