Mr. Potato Head soon will appear on a special license plate in Rhode Island, state officials said on Thursday as they unveiled the plate design.

Proceeds from the $40 license plates will go to the Rhode Island Community Food Bank to help feed the estimated 20,000 people who experience hunger in the state, officials said.

The plates, due to appear in January, feature an image of the mustachioed tuber next to the words “Help End Hunger.”

Launched in 1952 as the first toy advertised on U.S. television, Mr. Potato Head is manufactured by Pawtucket, Rhode Island-based toy maker Hasbro Inc. . Mr. Potato Head also appeared as an animated character in the “Toy Story” movies.