The classic "Let's Pretend" began in 1939 and ran for 23 years. CBS initially forbade commercial sponsorship of children's programs for several years, but eventually allowed Cream of Wheat to sponsor "Let's Pretend." A jingle, sung at the beginning of every program, became a theme song for youngsters of the time:

We sing this song, it will make us strong
And it makes us shout "Hooray!"
It's good for growing babies
And grownups too to eat.
For all the family's breakfast
You can't beat Cream of Wheat!

The host, "Uncle Bill," would then take listeners on a make-believe adventure via a dramatization of a fairy tale or original story, acted by child and adult performers.