From Wikipedia, the free encyclopedia
Jump to: navigation, search
Type Porridge
Course Breakfast
Place of origin United States
Main ingredients Oatmeal
Cookbook: Maypo  Media: Maypo
1976 magazine ad for Maypo.

Maypo is a brand of instant maple-flavored oatmeal cereal. It was manufactured by Maltex Co. It was best known for its television commercials with the catchphrase, "I Want My Maypo" by Marky Maypo.


Maypo was developed by the Maltex Corporation in Burlington, Vermont, a company which had been manufacturing wheat and barley cereal since 1899 under the name Malted Cereals Company. The formula was invented in 1953 by Herbert A. Bahrenberg.[1]

Shortly after the development of Maypo, Maltex was sold and became a division of Heublein.[2][3] By the mid-1960s its market share had declined and Maltex was sold to American Home Products. [4]


The original "I Want My Maypo" ad was developed in 1956 by the Fletcher, Richards, Calkins & Holden Advertising Agency. The animation was created by John Hubley.[5][6]

Maypo's later television ads sometimes featured athletes—including Mickey Mantle, Wilt Chamberlain and Johnny Unitas—crying "I want my Maypo!"[7]

In popular culture[edit]

MTV's "I want my MTV!" image and branding campaign in 1982 was based on the "I want my Maypo!" catchphrase; both were developed by George Lois.[8] [9]

See also[edit]


  1. ^ Mary Ann DiSpirito; David Robinson (27 July 1999). Burlington. Arcadia Publishing. pp. 70–. ISBN 978-1-4396-1017-6. 
  2. ^ Jack Lazor; Eliot Coleman (2013). The Organic Grain Grower: Small-Scale, Holistic Grain Production for the Home and Market Producer. Chelsea Green Publishing. pp. 8–. ISBN 978-1-60358-365-7. 
  3. ^ Catalog of Copyright Entries: Third series. 1956. pp. 1–. 
  4. ^ Thomas Riggs (January 2000). Encyclopedia of Major Marketing Campaigns. Gale Group. pp. 807–809. ISBN 978-0-7876-3042-3. 
  5. ^ Lawrence R. Samuel (2001). Brought to You By: Postwar Television Advertising and the American Dream. University of Texas Press. pp. 104–. ISBN 978-0-292-77763-7. 
  6. ^ Bob Shannon (September 2009). Turn It Up! American Radio Tales 1946-1996. Austrianmonk Publishing. pp. 1–. ISBN 978-1-61584-545-3. 
  7. ^ Allen Barra (14 May 2013). Mickey and Willie: Mantle and Mays, the Parallel Lives of Baseball's Golden Age. Crown/Archetype. pp. 354–. ISBN 978-0-307-71650-7. 
  8. ^ Peter Vidani. ""I Want My MTV!" Fred Seibert dot com". Retrieved 2012-11-28. 
  9. ^ Diane Barthel (14 August 1989). Putting On Appearances: Gender and Advertising. Temple University Press. pp. 30–. ISBN 978-0-87722-661-1. 

External links[edit]