page_title: Hägar the Horrible
section_title: Licensing
hierarchical_section_title: Hägar the Horrible / Licensing
caption_attribution_description: English: Facade of Hagar The Horrible themed gift shop at Islands of Adventure in Orlando, FL
context_page_description: Hägar the Horrible is the title and main character of an American comic strip created by cartoonist Dik Browne, and syndicated by King Features Syndicate. It first appeared in February 1973, and was an immediate success. Since Browne's retirement in 1988, his son Chris Browne has continued the strip. As of 2010, Hägar is distributed to 1,900 newspapers in 56 countries and translated into 12 languages. The strip is a caricature commenting on modern-day life in the United States through a loose interpretation of Viking Age Scandinavian life.
context_section_description: For a brief time in the 1970s, the strip had its own brand of sponsored soda, "Sunday Funnies Cola", which would have Hägar strips on the side of the can. It was considered a marketing failure. Nearly two decades later, from 1989 to 1991, Hägar would once again be used in a soft drink endorsement in a series of radio and TV ads for Mug root beer, to far greater success. Most of the TV ads for Mug were the same ads that had premiered for Skol Lager in the UK, albeit redubbed and recolored to make reference to root beer.
  In the UK, Hägar and other characters from the strip were also used to advertise Skol Lager beer, produced in Great Britain by Allied Breweries. Hägar appeared on billboards and in a series of popular television commercials that aired in the late 1980s. The TV spots were animated and mainly black and white, as per the daily newspaper comic strip, although the actual product always appeared in color.
  From 1981 until the mid-1990s, a representation of Hägar served as the mascot for the Cleveland State University Vikings.
  In the early-1990s, Hagar was used in print ads for the IBM RS/6000
caption: Hägar themed gift shop at Islands of Adventure theme park in Florida
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