Advertising Icon. Born the son of Dorothy Muno and Edwin Lewis Rueckheim. His grandfather and great uncle, F. W. Rueckheim and Louis Rueckheim, had invented and introduced the caramel coated popcorn and peanut confection, Cracker Jack, in 1893. The popular sweet was relabeled as early as 1916 bearing an image of young Robert as the brand mascot, Sailor Jack with his dog, Bingo. The logo of the boy and his dog was trademarked in 1919. Robert contracted pneumonia the following winter and succumbed at the age of 7. The Cracker Jack brand still bears his likeness today.
Bio by: Iola