I think today that Smokey is less of an icon than even 10 or 20 years ago. Nowadays children spend a lot of time indoors watching television, playing video games, or working on the computer. In the past kids would go outside and visit parks and natural areas where there were posters and signs about fire danger. Kids knew the story of Smokey (the real bear) and how he was rescued from the burning tree. Now, I think other characters are much more recognizable to children and Smokey has lost some of his fame.
I personally haven’t seen a Smokey the Bear commercial in a while. I think children today would be more likely to recognize pop culture icons like Justin Bieber or Pikachu than Smokey.
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