By Heather Taylor, Editor-in-Chief, PopIcon
Thomas’ Breads made headlines in 2024 when the breakfast breads purveyor announced the debut of Thom, their first-ever character.
Hailing from 1800s England — a fitting timeline, given Thomas’ Breads has been in business for 146 years — Thom is a proper young man who believes everyone should take the time to savor their breakfast. His daily “toast” to breakfast, complete with delicious Thomas’ English Muffins and bagels, is as witty as it is committed to the most important meal of the day. He quite literally lives in the kitchen, and sleeps “standing up” inside the pantry.
Thomas’ Brands zigged where most brands would zag and crowd the breakfast nook with even more brightly colored, kid-friendly mascots. They opted for a “breakfast guide” in Thom, who is described as grounded in the face of morning chaos.
In early May 2026, Thom will celebrate his two-year character anniversary. PopIcon spoke to Nicole Kane, Vice President and General Manager, Breakfast Category at Bimbo Bakeries USA, about Thom’s creation, including his well-researched wardrobe and how his sincere personality acts as one of his greatest assets.
Can you walk us through the brand’s decision to have its own character, especially since Thom made his debut 144 years into the company’s existence?
Thom was created to bring our love of breakfast to life and make our message feel more human. Even more than a century into the brand’s history, a character gives us a consistent and ownable way to champion the idea of savoring breakfast across channels, while keeping the product and the breakfast occasion at the center. Thom is our breakfast provocateur who is here to remind people it’s worth taking a minute to enjoy a warm, easy, toasty breakfast with Thomas’, especially in a busy world that too often tempts us to speed through mornings or even skip breakfast.
Why did Thomas’ Breads choose a spokescharacter over a more traditional, animated mascot?
We wanted someone who could feel like a breakfast guide rather than a traditional mascot. A live-action character allows us to tell richer and more relatable stories across various generations, in real breakfast moments — especially in video and social environments. It also gives us flexibility in the sense that Thom can react to everyday morning chaos with warmth and humor while staying grounded in the brand’s personality and heritage, helping to reinforce having a real breakfast.
What is Thom’s mission in his role as Thomas’ breakfast guide?
Thom reminds us even on the busiest mornings, you can pause to savor the moment with Thomas’ breakfast… and as Thom would say, ‘Huzzah! A toast to breakfast!'”
Is the name “Thom” inspired by the brand?
Yes. ‘Thom’ is a direct nod to Thomas’ and the brand’s founder, Samuel Bath Thomas. As a modern character, Thom was created to bring the brand’s legacy to life by keeping its core mission alive — making time for a warm breakfast. This reflects the brand’s origins in the 1880s when Samuel Bath Thomas first created the Original Nooks & Crannies English Muffin.
The name reinforces he is not separate from the brand, but a personification of the brand and the living embodiment of the brand’s legacy. Additionally, the actor who portrays Thom, happens to be named Tom… so it was truly meant to be!
How would you describe Thom’s personality?
Thom is proper, charming and optimistic, with a genuine passion for breakfast and savoring the morning with a toasty Thomas’ English Muffin or Bagel. He approaches modern mornings with curiosity and delight, which creates humor because he experiences everyday routines from a different perspective. Since his debut, the personality itself has remained consistent.
Thom has a dapper look. Did Thomas’ draw from anyone specifically as Thom’s style inspiration?
Thom is intentionally styled as an English gentleman from the late 1800s to connect directly to the brand’s heritage. Thomas’ began when Samuel Bath Thomas introduced his Original Nooks & Crannies English Muffin to America, so the historical influence reflects that foundation.
The wardrobe helps signal a time when mornings felt slower and more intentional, reinforcing the idea of savoring breakfast, while still allowing him to feel approachable in a modern kitchen setting. The wardrobe was researched in detail to be true to the time period when Thomas’ was founded.
The ad industry has seen a rise in unhinged brand mascots online. How does Thom stand out and engage with consumers on Thomas’ social media accounts?
Thom stands out because his humor comes from sincerity rather than chaos. He reacts to modern life with enthusiasm and sometimes gentle confusion, which creates a distinct voice that feels warm and entertaining without being exaggerated.
Thom is often confused by modern culture. If someone said they were ‘spilling the tea,’ he would be appalled someone would waste a perfectly good cup of Earl Grey. Every interaction connects back to real breakfast moments, which helps the content feel relatable and authentic.
Can you share Thom’s biggest wins since his debut?
One of the biggest wins has been giving the brand a new way to talk about heritage that feels current rather than retrospective. Thom brings personality and storytelling into everyday breakfast moments, which helps the message land in a more emotional and memorable way while keeping the product at the center.
What does 2026 have in store for Thomas’ Breads and for Thom?
The priority for 2026 is continuing to make the brand feel relevant in modern mornings and building stronger recognition for Thom as the voice of savoring breakfast. As familiarity grows, we see opportunities to evolve how he shows up across channels while staying grounded in authentic breakfast moments.
Image Credits: Kyle Topping for Thomas’ Brand
About the Author
Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week’s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at howveryheather@gmail.com.
