Few symbols are as deeply connected to wildland fire as Smokey Bear.
Smokey Bear’s story began in 1944, during World War II, when the U.S. Forest Service sought to protect America’s forests from human-caused wildfires. But the symbol became deeply personal a few years later, in 1950, when a badly burned bear cub was rescued from a wildfire in the Lincoln National Forest in New Mexico. The cub survived, recovered, and became the living embodiment of Smokey Bear — a powerful reminder of what is at stake when wildfires are carelessly caused.
From that moment on, Smokey Bear carried a simple, enduring message: “Only YOU can prevent wildfires.” It’s a message rooted in responsibility, stewardship, and respect for the land — values that sit at the very core of wildland fire service.
For the wildland fire community, Smokey Bear represents more than a mascot. He represents prevention — the quiet, unseen work that saves lives, protects landscapes, and helps keep firefighters out of harm’s way. That mission aligns deeply with the heart of the Eric Marsh Foundation.
Our Smokey Bear Collection honors this history and what it continues to represent today: education, land stewardship, and support for those who serve on the fire line. We love Smokey Bear — his story, his message, and his lasting connection to wildland fire.
Every purchase from this collection helps EMF care for wildland firefighters and their families, long after the fire is out.
Because prevention matters. Service matters. And legacy matters.
