The chararacter of Beetle Bailey ® is instantly recognizable to millions of readers today thanks to his rich 50-year legacy as one of America's longest running newspaper comic strips.

Beetle Bailey, created by Mort Walker, debuted on September 4th, 1950 in only 50 newspapers. The strip didn't begin with the familiar military setting that most people think of when they hear "Beetle Bailey". Beetle (then called 'Spider') started out as a college cut-up.

In 1951, during the time America was embroiled in the Korean War, Beetle wandered into an army recruitment center. Circulation immediately began to climb and the strip was changed forever. Beetle's been serving (so to speak) in the military ever since.

Today the strip is read daily by over 200 million people and King Features Syndicate now distributes Beetle Bailey to roughly 1,800 newspapers.

The year 2000 is the 50th anniversary of Beetle Bailey, and all the stops are being pulled out to celebrate this incredible media milestone. Walker, a World War II veteran, is lending his characters to a huge cross-promotional campaign that will serve as a fundraiser for the National World War II Memorial.

Hearst Entertainment is coordinating the massive marketing plans that cover everything from publications, to toys, to apparel to novelty items and high-end collectibles. The merchandise will begin to roll out in Spring of 2000 with all items being available at retail before the official anniversary date: Labor Day 2000.

Hearst Entertainment has provided Raving Toy Maniac with a detailed look at the Beetle Bailey 50th Anniversary Campaign. For those familiar with the crazy cast of characters from Walker's strip this will be like revisiting an old friend. For those readers who have never had the privilege to encounter Beetle and the gang, welcome!