If you go on the wikipage about the mascot (https://en.wikipedia.org/wiki/Toucan_Sam) you learn that:

"Toucan Sam (real name: Birdman the Toucan) is the cartoon toucan mascot for Froot Loops breakfast cereal. The character has been featured in advertising since the 1960s. He exhibits the ability to smell Froot Loops from great distances and invariably locates a concealed bowl of the cereal while intoning, "Follow your nose! It always knows!", sometimes followed by "The flavor of fruit! Wherever it grows!"

"Since 1994, Toucan Sam has been joined onscreen by Puey, Susey, and Louis.

In recent commercials, Toucan Sam's 3 nephews have joined him in opposition to many practical Froot Loop-loving enemies through a series of integrated commercials (each of them as well appropriately advertise the cereal itself). In recent recordings, Mike Leboff will be voicing yet another one of Sam's foes. The first of these enemies were Dr. Peacock, a peacock modeled after a stereotypical mad scientist who stole Toucan Sam's color with a giant laser called a color ray, thus rendering him black and white. Toucan Sam and his nephews find Dr. Peacock's lair and use the color ray to return his colors, and add Rainbow Loops to the cereal as voted by kids everywhere. Another enemy, an alien called the Nasty Alien Froot Monster, lands on Earth in search of the ultimate fruit taste of Froot Loops. He captures Toucan Sam, but thanks to online voting, Toucan Sam's nephews gave the Froot Monster what he wanted, allowing Toucan Sam to escape. The Froot Monster, however, wanted more and stole Toucan Sam's cereal box. When Toucan Sam and his nephews found him, the Froot Monster devoured the entire box, and turned from bad to good by changing from green to yellow and creating Alien Berry Froot Loops, which he shared with everyone. Then after, the smell of Froot Loops travels through the mirror to the land of Froot Scents, where the Froot Queen owns all fruity aromas. When she smells the Froot Loops, she declares it the best fruit scent and orders her guards (humans with fruit for heads) to capture the Froot Loops. The guards successfully steal the Froot Loops and break the mirror in the process. Toucan Sam and his nephews fix the mirror, and Toucan Sam follows them inside, commenting on the land's wonderful and strange fruit, and takes back the Froot Loops from the Froot Queen. The Froot Queen orders her guards to capture Toucan Sam, but the confusion allows Toucan Sam to take some of the land's fruit, where kids decided through online voting that the new loop should be Cherry-Cherry.

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Toucan Sam then escaped and added the Cherry-Cherry to the cereal. He even gave the new Froot Loops to the Froot Queen, whom after taking a bite, turned into a pretty good queen and rewarded her guards with Cherry-Cherry loops."