Quit That (who in turn referenced Miss Smarty Pants) pointed me at this gem from the NY Times on an old pal of mine, Snuggle:

With a blissful demeanor, squeaky voice and high-pitch giggle, Snuggle, the longtime spokescreature for the Snuggle brand of fabric softener, used to behave like a Care Bear. Now cuddly Snuggle is getting an image update, becoming a devil-may-care bear, complete with sunglasses à la Tom Cruise, dates with models and knowing winks to the audience...

The contemporary version of the Snuggle teddy bear is to be introduced Monday in a television, radio, print and outdoor campaign by Lowe & Partners Worldwide in New York with a budget estimated at $25 million to $30 million. The campaign, which will introduce a variety of the fabric softener with a fragrance with the fanciful name Sunkissed Breeze, parodies the conventions of perfume ads. So the Snuggle bear is presented with a smile and tongue planted firmly in cheek — a striking departure from earnestly straightforward appeals of the past — pitching softer, fresher-smelling laundry.

Don't believe the whole Snuggle "used to behave like a Care Bear" angle. Snugs has always been a dog. When he and I ran together back in the day, he'd always stumble home squinting at the sunrise, smelling of tequilla and more often than not with some skank on his arm. It's always pissed him off to no end that everybody thinks he's gay.

The inside dirt is that he's pushing the image swap and demanding more scratch so he can meet the alimony payments for his last two exes. If you ask me, though, he's probably fallen off the wagon again and needs it to pay off his gambling debts...