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Top executives from some of the globe’s most renowned brands have occasionally missed the mark when predicting consumer desires. Back in 1975, a Kodak engineer developed the digital camera, but the company chose not to pursue it further, aiming to safeguard its film business. Similarly, Coca-Cola’s attempt to introduce a new formula in 1985 turned out to be a significant mistake. Not long after, Domino’s Pizza encountered its own blunder.
As reported by The New York Times in 1988, CBS had plans to launch an animated children’s cartoon starring The Noid, a character central to Domino’s TV ads since 1986. Brought to life with the distinctive claymation style of Will Vinton’s team, The Noid was a chaotic figure intent on ruining pizza deliveries. This character was part of an ad campaign highlighting Domino’s promise of a 30-minute delivery to help customers “avoid the Noid.”
Despite efforts by the series development company, TMS Entertainment, to position the show as teaching positive lessons for children, Congress and advocacy groups quickly identified it as a mere extended commercial for Domino’s. Larry Rasky, an aide to the House of Representatives Telecommunications and Finance subcommittee, voiced concerns about the show perpetuating the exploitation of children through Saturday morning programming. Peggy Charren, a television industry lobbyist from Action for Children’s Television, accurately characterized the proposed show as “a commercial disguised as a program.”
Despite attempts by series development company TMS Entertainment to represent the show as delivering positive messages for kids, Congress and public advocacy groups saw it immediately for what it was; a show-length commercial for Domino’s pizza. House of Representatives Telecommunications and Finance subcommittee aide Larry Rasky expressed that the committee “would be concerned that this is a continuation of the exploitation of children that currently exists on Saturday morning.” TV industry lobbyist Peggy Charren of Action for Children’s Television rightfully pegged the proposed show as “a commercial disguised as a program.”
The proposed “The Noid” cartoon was part of a trend of animated children’s shows with commercial tie-ins that surged in the late ’80s after the Reagan administration lifted restrictions on such programming. This era saw shows like “My Little Pony,” “Rainbow Brite,” and “Pound Puppies,” all linked to popular toy lines.
A cartoon was never made, but the Noid lived on elsewhere
When CBS unveiled plans for “The Noid,” interest in toy-based shows was declining. Moreover, 1989 turned out to be a challenging year for Domino’s and its troublesome mascot. That year, Jean Kinder from St. Louis was struck by a Domino’s delivery driver, resulting in a $78 million award. Additionally, a man named Kenneth Lamar Noid, believing the company owed him money, took employees hostage at a restaurant near Atlanta. Although charged with kidnapping and firearms offenses, Noid was found not guilty due to insanity and tragically took his own life in 1995.
“The Noid” cartoon would have been part of a wave of animated kids’ shows with product tie-ins that crested in the late ’80s following the Reagan administration’s removal of such program restrictions. Shows such as “My Little Pony,” “Rainbow Brite,” and “Pound Puppies” were based on popular toy lines.
By the time CBS announced “The Noid,” ratings for toy-based shows had cratered. Additionally, 1989 proved awful for both Domino’s and its annoying mascot. That year, Jean Kinder of St. Louis was hit by a Domino’s driver and later awarded $78 million, and a man named Kenneth Lamar Noid took employees hostage at a restaurant outside Atlanta claiming the company owed him money. Noid was charged with kidnapping and firearms offenses but found not guilty by reason of insanity; he died by suicide in 1995.
The Noid TV show and ad campaign had been scuttled by the time of the incident. In 2021, the character returned as part of a Crash Bandicoot game, and appeared in a commercial promoting autonomous delivery vans in the Houston area. In a press release Domino’s VP of advertising Kate Trumbull explained, “The Noid is Domino’s oldest and most famous villain, and the pizza delivery testing we’re doing with Nuro’s autonomous vehicle in Houston is exactly the kind of technology innovation that could provoke the Noid to return.”
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