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The Trix Rabbit—voiced by Mort Marshall in earlier commercials, and later by Russell Horton in later commercials—is an anthropomorphic cartoon rabbit who finds children and wants to trick the children into giving him a bowl of cereal. He bursts with enthusiasm but is discovered every time. The kids always reprimand him with the signature phrase: "Silly rabbit, Trix are for kids!" at the end of the commercials.

These ads in the late 1960s and early 1970s sometimes closed with the Trix Rabbit following up with "And sometimes for tricky rabbits!" (This happened in case he managed to have a taste or he had a secret stash.) The Trix Rabbit originated as a puppet before he was animated. The plight of the Trix Rabbit has drawn comparisons to Sisyphus, a Greek figure who was doomed to endlessly repeat a futile task.

He did succeed in obtaining and eating Trix cereal on occasion, including five times as the result of a box top mail-in contest (1968, 1976, 1980, 1984, and 1991) titled "Let The Rabbit Eat Trix".[ The results of the vote were overwhelmingly "yes", and the Trix Rabbit was depicted in a subsequent commercial enjoying a bowl of Trix.

Children who voted received a button based upon their vote in the election. In 1991, the Trix Rabbit won a Tour de Trix Bicycle Race. At the end of the race, two judges are arguing about whether or not the Trix Rabbit should get the prize. To decide the fate of the prize, the children are called upon to send in their votes. The result was yes and the Trix Rabbit got the prize, much to his delight.

In commercials from 1967, the 1970s, and the 1980s, the Trix Rabbit disguised himself to get the cereal, employing costumes as diverse as a balloon vendor, a painter and an American Indian. One alternate slogan for the cereal was, "Oranges, Lemons, and Grapes I see; the fruit taste of Trix is all for me!". Once, Bugs Bunny helped the Trix Rabbit in an attempt to get the cereal.

The Trix Rabbit's popularity led him to appear in commercials for other products, such as a Got Milk? advertisement, in which he disguises himself as a man (played by Harland Williams) taking Trix from a grocery store but realizing he is out of milk, much to his distress.

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