This is an interesting bit of breakfast cereal lore that dates back to the mid 1960s. Post Sugar Sparkled Rice Krinkles and their animated mascot, an Asian boy named So-Hi (because he was ''so high"). I missed-out on this opportunity as this cereal wasn't part of our household line-up; nevertheless, each box included the So-Hi Rickshaw Racer.
For the time it was rather nifty; including easy-to-assemble parts featuring a tiny figure of So-Hi pulling a two-wheeled rickshaw. The kit included some string and a small plastic bucket which functioned as a counterweight. Tie the string to the rickshaw, put a coin in the bucket, hook it over the edge of the kitchen table and let the weight drop. The falling weight would cause So-Hi and his rickshaw to zip across the table at high speed. Fun stuff and you were always one box away from a replacement once it broke.
At the time Madison Avenue didn't have any of today's qualms about cultural tropes like gongs, a broken-English accent, conical hats or rickshaws. So-Hi was intended to be a fun and lighthearted replacement for an unsettling clown mascot dating back to the 1950s; he even had a role as a regular character on Linus the Lionhearted, a Saturday morning cartoon show funded entirely by General Foods (Post) where the characters were literally cereal mascots.
Naturally, this era used cultural characters to foster instant identity. Frito Lay had the Frito Bandito, Pillsbury used Funny Face drink mixes with flavors like Injun Orange and Chinese Cherry. Post had So-Hi.
Post eventually retired So-Hi realizing that Rice Krinkles didn't need the baggage of a clown that creeped-out children or a mascot becoming a textbook example of racial stereotyping. In 1971 they repurposed their puffed-rice operation and launched a licensed and inoffensive mascot; Fruity Pebbles. Fred Flintstone and Barney Rubble became pitchmen for sugary children's breakfast cereal.
Now you know the rest of the story.


