the toy, Lerner finally convinced a food company to distribute the plastic parts as premiums in breakfast cereal boxes. He sold the idea for $5,000. In 1951, Lerner showed the idea to Henry and Merrill Hassenfeld, who conducted a small school supply and toy business called Hassenfeld Brothers (later changed to Hasbro). Realizing the toy was quite unlike anything in their line, they paid the cereal company $2,000 to stop production and bought the rights for $5,000. Lerner was offered an advance of $500 and a 5% royalty on every kit sold. The toy was named Mr. Potato Head and went into production on May 1, 1952. The original set cost $0.98, and included toy hands, feet, ears, two mouths, two pairs of eyes, four noses, three hats, eyeglasses, a pipe, and eight felt pieces resembling facial hair. The original kit included no potato "body", relying on parents to provide a potato, into which children could stick the different pieces. Shortly after the toy's initial release, an order form for 50 additional pieces was enclosed in every kit. On April 30, 1952, Mr. Potato Head became the first toy advertised on television. The campaign was also the first to be aimed directly at children; before this, commercials were only targeted at adults, including toy advertisements. The commercial revolutionized marketing, and caused an industrial boom. Over one million kits were sold in the first year. In 1953, a Mrs. Potato Head variant was added, and soon after, Brother Spud and Sister Yam completed the family, followed by accessories reflecting the affluence of the 1950s: a car, boat trailer, kitchen set, stroller, and pets marketed as Spud-ettes. Originally produced as separate plastic parts to be attached to a real potato or other vegetable, however in the early 1960s, government regulations forced the Potato Head parts to be less sharp, leaving them unable to puncture vegetables easily. Children were also choking on the small pieces or cutting themselves with the sharp pieces, so by 1964, the company included a plastic potato "body" in its kit. About this time, Hasbro introduced Oscar the Orange and Pete the Pepper, a plastic orange and green pepper with attachable face parts similar to Mr. Potato Head's. Each came with Mr. Potato Head in a separate kit. Female characters Katie the Carrot and Cooky the Cucumber also made an appearance. Hasbro also made a fast food based line