MINNEAPOLIS — The Pillsbury Doughboy is officially entering his golden years as the brand celebrates his 60th birthday.

Following its debut in 1965, the Doughboy has been an iconic mascot for the baking company, making appearances in commercials and front-facing packaging.

In celebration of his birthday, the General Mills brand is hosting an augmented reality (AR) experience that invites consumers into the Doughboy’s home, equipped with a giant oven, keepsakes and cookbooks. Among his possessions also lies a mix of collectibles available for purchase directly from the AR experience.

“For 60 years, the Pillsbury Doughboy has been a beloved part of family traditions and everyday moments in kitchens across America,” said Michelle Odland, VP and business unit director at Pillsbury. “Inviting fans to experience the warmth of his home for the first time felt like the perfect way to celebrate this milestone birthday. Through an immersive experience and limited-edition Pillsbury collectibles, we’re giving people new ways to connect with the Doughboy and bring a touch of his delight and charm into their everyday lives.”