Animated Sympathy for the 'Devil'

Spinning like a tornado through many a Warner Bros. cartoon, Taz still captures the imagination of millions of children worldwide more than 50 years after his first appearance on the small screen. The real-life Tasmanian devil, the inspiration behind the Loony Tunes character, is not faring so well. A rare cancer is sweeping through the already small population of stout marsupials.

Enter the animated icon. "Every species that has a well known icon is a great thing," Ted Molten, the director of marketing at San Diego Zoo, told ABC News. "The existence of Taz has raised worldwide awareness -- so people realize Tasmanian devils exist."

The cancer, called Devil Facial Tumor Disease (DFTD), causes contagious facial tumors, and scientists estimate up to half the animals in the wild have been wiped out. The first case was detected in the mid-1990s, but the seriousness of the disease was not fully appreciated until 2003. It is thought to have killed 75,000 creatures in the last decade. Passed from animal to animal during fights over food, it can take root in the mouth and push out teeth. Many affected devils have died of starvation.

"This is a very, very serious disease," said veterinarian and wildlife researcher David Obendorf who spoke to Australian TV. "We may well see the devil become extinct in the wild."

Some diseased animals have been trapped and killed, in an effort to stop the spread of the highly contagious disease. Healthy devils have been moved to zoos to try to rebuild devil numbers.

Now Warner Bros., which has made millions over the years from the Loony Tunes antics of Taz, is lending its whirling character to a nationwide television campaign designed to raise funds for scientific research. It will also permit the sale of up to 5,000 giant soft toys resembling the character.

The deal with Warner Bros. is expected to add at least $150,000 into the research program on the disease. Australian officials had previously criticized the company for not making funds available earlier. However, the two sides are now working in harmony.