Buck Rogers first appeared in Phil Nowlan's science fiction tale titled Armageddon2419, published in Amazing Stories in August of 1928. The story debuted as a newspaper comic on January 7, 1929, and on CBS radio November 7, 1932. Originally titled The World in 2432, the program was noted for its sound effects: a regiment of marching robots, the crash of a rocket ship. The daily 15-minute serial, sponsored by Kellogg in its first year, was an immediate hit.
The program produced a flood of premiums and toys. When Cocomalt took over sponsorship, several BLB-type premiums were produced. Cream of Wheat took over sponsorship in 1935 and stayed with the program until May 1936 when it came to an end.