Silly rabbit, Trix are for kids.

“Silly rabbit, Trix are for kids” is the long-running advertising catchphrase for General Mills’ Trix cereal, delivered by (or to) the Trix Rabbit character in television commercials. The rabbit repeatedly tries to obtain Trix, only to be thwarted by children who remind him that the cereal is reserved for kids. The line became widely recognizable in U.S. popular culture through decades of broadcast and print advertising, especially from the 1960s onward, and it is often quoted as a humorous way to deny someone access to something framed as “not for you.”

On its surface, the slogan is a playful reprimand: the rabbit’s desire for the cereal is treated as childish and therefore inappropriate for him. As advertising, it reinforces product identity by linking Trix with childhood exclusivity—kids are the rightful consumers, and the brand belongs to them. In broader usage, the phrase functions as a light, teasing gatekeeping formula: it marks a boundary (age, status, eligibility) while softening the refusal with humor. Its endurance shows how a simple, repeatable line can become a cultural shorthand detached from its original commercial context.

“Silly rabbit, Trix are for kids!”
“Silly rabbit—Trix are for kids.”
“Silly rabbit, Trix are for children.”