Tony The Tiger Changes Career And Becomes A Twitch Streamer

Tony the Tiger may have been the last personality any of us would have expected to jump onto the live-streaming platform. Yet, here he is.

Long gone are the days when television commercials would suffice as advertising. Nowadays, most people take to sites like YouTube or Twitch to spend their free time. And that’s exactly where Tony can be found.

Tony’s career change from mascot to Vtuber comes as Kellogg’s looks to tap into the growing Twitch community. VTubers, for those unfamiliar with this new term, is a shortened version of the words “virtual” and “YouTuber”. It was first coined to represent those on YouTube who preferred to present a virtual avatar of themselves rather than their actual face.

The movement has since spread to Twitch, which, according to the press release, has had its audience grow by 467% since 2021. Needless to say, while the move seems to come out of left field, leaving such an audience untapped by any company would surely be a huge miss.

The new grrreat face of Kellogg’s gaming venture will be reportedly streaming a yet-to-be-announced battle royale game—in the style of Fortnite—along with other famous VTubers, Jakeem “Big Cheese” Johnson, Brennon “GoldGlove” O’Neil, and Chrissy Costanza.

[via Marketing Dive and Geek Culture, cover image via Kellogg Company / PR Newswire]