cosby continued to be a jell-o spokesman through the 1990s. he was present for the lighting of the brand's first billboard in new york's times square in 1998. in 1999, cosby's 25th year as spokesman for jell-o, was also the final year he appeared in its advertising. the company distributed 120,000 copies of his picture book series, "little bill", into american public libraries. despite the transitions of advertising agencies and despite the 1989 merger of general foods into kraft, the then-newly merged company kraft general foods let cosby remained with jell-o as their spokesperson. he appeared at the utah state senate in 2001 to designate jell-o the official state snack, and made a promotional visit to the jell-o gallery in 2004. in 2010, cosby returned to jell-o as executive producer for the company's "hello jell-o" campaign. in return, the brand sponsored his weekly web show "obkb", a children's interview series similar to "kids say the darndest things". as of 2002, cosby's time with jell-o was considered the longest-standing celebrity endorsement in american advertising history.