This is the 400% Bearbrick - Sooty The Bear (Kellogg's Puffa Puffa Rice) by Medicom Toy. A classic British children's character meets breakfast cereal in this new Be@rbrick release from Medicom Toy. Kellogg's Puffa Puffa Rice was a short-lived but well-remembered treat on both sides of the Atlantic during the late 60s and early 70s. Richard Corbett's beloved puppet character Sooty The Bear served as the brand's mascot in 1973, bringing magic to every box of the sweet puffed rice cereal. Now, as part of Medicom Toy's collaboration with Kellogg's, this cute fellow joins the Be@rbrick lineup with a 400% scale (28cm tall) figure. The 400% Bearbrick - Sooty The Bear (Kellogg's Puffa Puffa Rice) is a limited edition.