When Bugs Bunny and Cinderella Rode to Huffy's Rescue

How Looney Tunes and Disney pedaled a century-old bicycle maker back into relevancy

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For a company that’s managed to stick around for over a century, there are many moments to look back on with nostalgia and pride. But for Huffy, which turns 130 this year, the year 1995 wasn’t one to remember. Struggling to compete with less expensive Asian imports, Huffy lost $10.5 million that year. It would probably have gotten worse, too, were it not for some true visionaries who saved the day.

Their names were Bugs Bunny, Daffy Duck, Wile E.



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This story first appeared in the May 9, 2022, issue of Adweek magazine. Click here to subscribe.