His bowtie and his hat are covered in little round noodles, his regal robes are tomato-colored, and when he waves his magic wand you instantly get a craving for SpaghettiOs!

The Wizard of Os was the icon for Franco-American's SpaghettiOs during the 1970s. He appeared in his mystical mage's attire, or dressed for success on skates, on a bicycle, or on rollerblades. He retired only recently, when the little Os absorbed too much of his magic and came to life themselves, with the message: "I'm the O on the go and I go for SpaghettiOs." Well, you know the old theater saying: never work with children, small dogs, . . . or SpaghettiOs!