Up to the 1970s, bubble gum had a tendency to stick to one's face, if given the opportunity. But with the advent of super-soft, non-stick gum like Bubble Yum, Bubblicious, and Hubba Bubba, bubble blowing became a less dangerous sport. In the years that followed, the fear of gum sticking to one's face actually ceased to be a cultural phenomenon, despite having been a common humorous reference in entertainment, previously.
Indeed, with the introduction of Bubble Yum, bubble gum became one of the best-selling sweets in the US. Sold by Life Savers, it soon outpaced that company's eponymous flagship candy in annual sales.
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