The Long, Strange Story of Big Boy, the Latest Mascot to Lose a Job

Was retiring the portly caricature socially sensitive, or just a mistake?

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Another page of corporate history was written this week when Big Boy, the storied quick-service chain whose double-decker burger preceded the Big Mac, fired Big Boy—or, at least, put him on indefinite hiatus.

The towering mascot will be replaced by a character named Dolly, a blond-haired bobbysoxer trotted out to help promote the brand’s hand-breaded chicken sandwich.

“Dolly has been a lifelong friend of Big Boy, but never the star,” marketing vp Jon Maurer said in a prepared statement.



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