The Little Man Exterminator: Innovation and Cross-Cultural Signifiers in Fiberglass Mascot Design

During our recent symposia on International Studies in Fiberglass Advertising Mascots, we alluded to an essential difference between the Japanese and American modes of fiberglass mascot design: Whereas the Japanese model gravitates toward smaller, cuter mascots that are scaled to attract passing pedestrians, the American paradigm favors roadside giantism of the sort required to command the attention of passing motorists.

Yet one American company has developed a synthesis that combines the virtues of both the Japanese and American styles. The Western Exterminator Company is an Anaheim, California-based pest-removal company that mounts a cute fiberglass bug-hunter known as the Little Man on the back of each of its trucks. Here's the official history of the Little Man's origins:

The Little Man is Born

In 1931, when Western Exterminator was but 10 years new, its founder was persuaded to advertise in the yellow pages of the telephone book. "You must have a logo," the phone folks said, "and why not let us design it?" So from the pen of their artist, Vaughn Kaufman, "The Little Man with the Hammer" sprang to life.

The small guy with big eyes and a tall top hat was an instant success. He was a commanding little person, with one warning finger raised against a rodent, and a large mallet tucked under his arm. "Kernel Kleenup" was his official name, but it never really stuck. Even after a 1964 television contest to re-name him, the employees who knew and loved him best still called him just the "Little Man".

The Little Man gets around. Generations of children have gaped at his image on our trucks, which are seen around town as service technicians make their rounds for Residential and Commercial customers. He has made it into movies, toured with a rock band, and become a collectible. Printed or painted, flat or inflated, the Little Man is still at the peak of his powers.

Although we suspect the Little Man probably wouldn't fare well in an extermination death-match against Nibbles Woodaway, the giant termite that looms over I-95 near Providence, Rhode Island, his small size works synergistically with his aft-mounted mobile pedestal to create a memorable advertising delivery system. It's an attention-magnet for motorists and pedestrians alike. Bravo! Bravo!