For nearly 30 years, Captain Kangaroo was must-see TV for children across America. The beloved character played by Bob Keeshan aimed to educate and uplift his young viewers, helping them build self-confidence and gain exposure to the wider world. Though the show seems innocuous by today‘s standards, Captain Kangaroo and host Bob Keeshan faced their share of controversy over the years. This is the hidden story behind one of the longest-running and most treasured kids‘ shows in TV history.
Building a Safe Space for Children
When Captain Kangaroo premiered in 1955, children‘s programming looked very different than it does today. Much of it was loud, fast-paced, and filled with slapstick humor and violence. Keeshan deliberately crafted Captain Kangaroo to counteract this trend. Having worked as a children‘s entertainer for nearly 20 years prior, including a stint as the first Ronald McDonald, Keeshan felt strongly about using media to uplift kids.
"I wanted to provide a safe space where children could feel good about themselves," Keeshan told The Saturday Evening Post.
Drawing inspiration from his own father‘s gentle manner with him as a boy, Keeshan imbued the Captain with warmth and understanding. Each episode aimed to foster self-esteem and model positive social values like kindness, patience and respect. Topics like wildlife, music and reading were highlighted to expose children to the wider world. The show‘s signature pace was unhurried, its tone gentle. As fan Scott Simon remembers:
"There were no loud noises, no characters yelling at each other and no sense of danger or meanness. At a time when many cartoons and comedy shows mocked their characters‘ flaws, Captain Kangaroo took a more supportive stance."
This was revolutionary for children‘s television, though sometimes controversial with studio executives.
In fact, current research backs up Keeshan‘s child development approach. Studies show Captain Kangaroo viewers had higher grades and better social adjustment than those who watched violent cartoons. They also read more books as teens – perhaps thanks to the show‘s emphasis on fostering early literacy.
By 1969, Captain Kangaroo attracted over 6 million viewers per episode, making it one of the longest-running shows at the time. Half its audience was over age 4, meaning parents enthusiastically watched alongside their kids. In its heyday, one in four American households tuned in every morning.
Captain Kangaroo Viewership & Advertising Data Over Time
Unlike frenetic shows that leave kids overstimulated, Captain Kangaroo gave busy parents a break. Its leisurely songs, stories and easy arts and crafts projects kept children engaged so adults could make breakfast. For millions of families, watching Captain Kangaroo before school became a beloved ritual.
Taking a Stand Against Violence
In the turbulent late 1960s, as violent cartoons and evening news footage brought traumatic images directly into American homes, concern grew over media‘s effects on children. Keeshan seized this opportunity to speak out. He testified before Congress about cartoon violence and advocated for regulations limiting kids‘ exposure to disturbing content.
Behind the scenes, he clashed with CBS over control of Captain Kangaroo. The network wanted to air toy commercials during the show, but Keeshan refused to advertise action figures or weapons. He permitted only toys he deemed harmless, like stuffed animals and crayons. Legend holds that Keeshan once threw network executives out of his office over this issue. Though CBS pushed back, his stand against violence ultimately prevailed.
"I‘m totally opposed to superheroes. They‘re not heroes for kids. They are the villains," Keeshan told The Baltimore Sun.
He rejected fan suggestions to incorporate popular characters of the day like Superman or the Lone Ranger into the show. While this seems uncontroversial now, it was borderline radical amid the cultural chaos of the 1960s. Keeping Captain Kangaroo a safe cocoon as the world descended into protest movements, riots and assassinations was no easy feat.
Promoting Products to Children
Though steadfast against violence in media, Keeshan was not above using his show‘s influence to sell other products to children. Captain Kangaroo frequently modeled habits like brushing teeth, tying shoelaces and practicing good manners. These segments doubled as advertising for personal care products, shoes and food.
For example, Schwinn bicycles turned up on set starting in 1963. By featuring bikes in recurring sketches, the brand quickly became familiar and desirable to children.
"Schwinn credited Captain Kangaroo with dramatically boosting its 1960s bike sales," remembers executive Edward Schwinn Jr.
Kellogg‘s also paid around 30% of the show‘s budget in the 1960s and 70s to get its Rice Krispies prominently placed in kitchen and snack segments. While these deals helped fund the show, health advocates argued embedded advertising manipulated children‘s preferences.
Toy ads were a bridge too far for Keeshan. He rejected Mattel and Hasbro approaches to feature their action figure lines like GI Joe. However, when simpler toys like Slinkys or Etch-a-Sketch paid for airtime, Keeshan granted their commercial requests. These categories were more aligned with his ethos. As one former set hand notes:
“Simple toys and games that encouraged imagination and creative play fit the tone of the show.”
Over time, critics charged even toy ads distorted demand and pressured parents into expensive purchases. By the 1980s public attitudes were shifting. Watchdog groups increased scrutiny on advertisements targeting children. If Captain Kangaroo continued its original run today, its sales partnerships would undoubtedly stir more debate.
Captain Kangaroo Toy & Advertising Partners Over Time
Losing the Rights to Captain Kangaroo
For over 29 years, Captain Kangaroo and Bob Keeshan were one and the same…