Beefcake rule

Someone sent me this image of a billboard they saw while driving.

Image transcription: The image is a close up of a billboard which shows Smokey the Bear against a backdrop of green pine trees. Smokey is a cartoon brown bear. Smokey is “shirtless” so you can see he has strong pectoral muscles, and Smokey is wearing blue jeans held up by a brown belt with a buckle which says “SMOKEY”. The bear is also wearing a straw hat which says “SMOKEY”. Smokey is holding a shovel with a wooden handle with his right hand and resting the shovel blade on his right shoulder. Smokey is pointing with his left hand index finger at the viewer. End image transcription.

My friend asked “since when has Smokey been such a beefcake?”