Two commercials for Energizer batteries feature Boris and Natasha being hired by the fictional Supervolt Battery company to destroy the Energizer Bunny.
In a commercial for the 1997 Ford Explorer, two kids are watching an episode of Rocky and Bullwinkle on a television set until their parents turn it off to take them for a ride in the eponymous vehicle. The family eventually come to a forest where they see a real moose, and the daughter asks her father if they can take him home.
A 2014 GEICO commercial featuring the DreamWorks versions of Rocky and Bullwinkle appearing alongside the Gecko.
In 1985, Rocky and Bullwinkle appeared in an ad for Hershey's Kisses Snack Pack. It's notable for being the last time Bill Scott voiced Bullwinkle prior to his death.
Taco Bell ran ads featuring the cast, with Boris and Natasha hawking "McBoris" burgers.
Quisp, of the Quisp and Quake cereal brands, takes heavy inspiration from Gidney and Cloyd, the Moon Men. They are creations of Jay Ward, share a body style, a similar four-tufted hairstyle, are related to the color green (Quisp in outfit, the Moon Men in body), and wield a "scrooch gun" for their main weapon.
In the 2012 Super Bowl ad for MetLife, Mr. Peabody and Sherman appear among many other cartoon characters.
The Keith Giffen and J.M. DeMatteis era of Justice League included the Russian character of Rocket Red 4/Dmitri Pushkin, a jovial fellow who often was heard saying, "Hokey Smokes", due to how he learned to speak English.
Baby Blues: One Sunday strip's logo box has Wanda pulling Bullwinkle out of a hat.
Big Nate: One Prank Day storyline has Nate reveal that he let loose a flying squirrel in the computer lab. Francis and Teddy think it's a little tame for Nate's pranking taste, but he tells them, "That was only part one." Then, to his friends' shock, a moose walks past them.
Nate: I went with a "Bullwinkle" theme.
The Far Side: One strips implies that Mr. Peabody accidentally ran over Sherman while backing out of the driveway.
Another features Rocky and Bullwinkle among taxidermied cartoon animals.
Mother Goose and Grimm: In a storyline about the 2012 Olympics, Boris and Natasha appear wielding lit bombs at the shot put event.
"Rocky the Lying Squirrel" has Rocky arrested for killing Bullwinkle and trying to lie his way out of it.
Back to the Future: Most likely a reference to its time-travel plot, the film has a character named Old Man Peabody, who has a son named Sherman.
In True Lies, Harry Tasker at one point has his wife Helen captured by fellow agents. She reveals that she has been longing for more excitement in her life, so Harry's disguised voice tells her that she will briefly work as a spy for his organization, and that she will be contacted by an agent named "Boris". When he is about to identify her own code name, she immediately guesses, "Natasha?" and is disappointed to be called "Doris" instead.
In Strange Days, when Lenny gets a tape sent to him anonymously, he jokes, "Fan mail from some flounder?"
In the opening scenes of I'm Thinking of Ending Things, the Janitor watches a Peabody's Improbable History segment on TV.
In Down in the Delta, Annie watches Rocky and Bullwinkle on TV. It's one of the few things that can hold her attention for an extended period of time.
The Cuckoo's Egg by Clifford Stoll. The author and his girlfriend do several Boris and Natasha imitations while discussing the real-life case of internet espionage they've stumbled across.
Judy Moody: While the third grade class is on a field trip at a science museum in "Judy Moody Saves the World!", the guide Ms. Stickley shows them a stuffed flying squirrel, who in fact is named "Rocky". In response, Frank Pearl jokingly calls Rocky Zang a squirrel, and the latter calls the former "Bullwinkle" in return.
The Americans: In the Season 4 episode "Chloramphenicol", Elizabeth, Philip, Paige and Henry go bowling, and Elizabeth rolls six strikes in a row. When Paige, who has found out Elizabeth and Philip are spies working for the Soviet Union, asks Elizabeth if "they" taught her to bowl, Elizabeth, imitating Natasha Fatale, responds, "Part of training".
Full House: Joey has imitated Bullwinkle several times.
In an episode of GLOW (2017), Ruth goes to a Russian bartender for advice on her Soviet wrestling persona. She says "I think you deserve better than Boris and Natasha."
Married... with Children: One episode with a shoe groupie that was following Al featured the inner thoughts of Bud and Kelly. Whereas he is conflicted about telling his mother the truth and being loyal to his father, she is thinking of the show, specifically the non-sequitor line (in Bullwinkle's voice) "Eenie meenie, chili beany! What a great idea!"
Murphy Brown: Murphy once ridiculed a Russian colleague by saying that she sounds like she should be "plotting big trouble for moose and squirrel!"
NewsRadio: Jimmy once mentioned Mr. Peabody's WABAC machine.
In one episode of Small Wonder, the antlers on Brandon's Caribou hat prompt Ted to address him as "Bullwinkle".
Supernatural: Recurring villain, Crowley, would often nickname Sam "Moose" and Dean "Squirrel" based on their height.
On The West Wing episode "Celestial Navigation", after C.J. has root canal work, Josh at first jokes that she can still do a press conference before coming clean and saying she can't give it because she looks like Bullwinkle.
The Wire: One of the recurring characters in the second season is named Sergei, but Ziggy, and then the detectives all call him "Boris", Ziggy because he thinks Sergei is like Boris Badenov.
Sesame Street: In Episode 4080, the Fairy Godperson gets a call on his wand cell phone about a moose in Minnesota who wants to fly like a squirrel, in reference to Bullwinkle, Rocky, and their hometown of Frostbite Falls, Minnesota.
Bubsy has a video game for the Atari Jaguar, subtitled Fractured Furry Tales, as a reference to Rocky and Bullwinkle's "Fractured Fairy Tales" segments.
In the PC adaptation of Muppet Treasure Island, when you click on the moose head on the Admiral Benbow Inn wall, he remarks, "You were expecting Bullwinkle?"
Kevin & Kell: When Lin says that her mother wants her watching TV shows in chronological order, she shows a program on her phone to Coney, who asks, "Who's the moose and squirrel?"
SuperMarioLogan: Bullwinkle appears in "Jeffy's Birthday Trip!" under the alias of "Boofy the Moose" when Mario takes Jeffy to Sam's Fun City in an attempt to pass it off as Disney World.
The Internet Archive's Wayback Machine is named after the WABAC from Peabody's Improbable History.
Chip 'n Dale: Rescue Rangers: In "Normie's Science Project", when Monterey Jack gets the idea of tying a kite to Normie's bicycle, he says that he used to know a flying squirrel in Frostbite Falls that he'd fly around gathering mooseberries.
Codename: Kids Next Door: Near the end of "Operation: S.A.F.A.R.I.", Numbuh One starts turning into a moose and his voice begins to sound like Bullwinkle's.note Can be Hilarious in Hindsight considering Numbuh One's voice actor went on to play Boris in the 2018 reboot.
Drawn Together: In "Foxxy vs. The Board of Education", Bullwinkle appears in the doctor's waiting room with Rocky's head lodged in his ass.
In "The Thin White Line", Chris enters a time machine he thought was a tanning booth, taking him back to Ancient Rome; Peter pulls a lion out of the machine and remarks "Must've got the wrong hat". Afterward, Rocky, voiced as usual by June Foray, announces "and now, here's something we hope you'll really like!".
A Cutaway Gag "The Kiss Seen Around the World", shows Brian and Peter, acting like Mr. Peabody and Sherman, going back in time to meet Christopher Columbus.
Near the end of "Stew-Roids", Stewie discovers that the large muscles he acquired from taking steroids had turned to flab, and he escapes a vengeful Brian by jumping out of a window and flying around like Rocky.
Futurama: In "A Head In the Polls", Bullwinkle can be seen in the background manning a booth for the Bull Moose Party.
Mighty Mouse: The New Adventures: In "Don't Touch That Dial", Mighty gets transposed from his show into numerous others. One of them is "The Rocky And Hoodwinkle Show," which features a diminutive moose and a caricature of Sylvester Stallone as Rocky Balboa.
In "The Great Muppet Cartoon Show", the song "We Love Cartoons" briefly features Baby Gonzo as Rocky the Flying Squirrel.
In "A Punch Line to the Tummy," Dave Coulier cameos on-camera as himself and briefly does his Bullwinkle impression.
In "At the Movies", when Baby Piggy fantasizes about being a movie star and the director asks her to jump, she responds "Who do you think I am, Rocky the squirrel?"
The Powerpuff Girls (1998): The episode "I See a Funny Cartoon in Your Future" is styled like an episode of Rocky and Bullwinkle, complete with June Foray voicing the villain and a caricature of Jay Ward appearing at the end.
In "Abracadaver" a magician pulls a moose out of his hat.
A sketch from "Bugs Keith in: I Can't Call Heaven, Doug" features Boris and Natasha setting up a fake social media account to turn Bullwinkle into a far-right moose nationalist. Rocky is suspicious about this... until he views another fake account that makes him a hardcore liberal.
Rugrats (1991): In a flashback from "Sour Pickles", Stu and Drew watch an episode of Blocky and Oxwinkle.
In "Bart vs. Thanksgiving", Bart and Homer watch the Macy's Thanksgiving Day Parade, where Bart doesn't recognize the balloon characters of Bullwinkle and Underdog, and complains that they ought to use "cartoons made in the last fifty years".
In the Time and Punishment segment of "Treehouse of Horror V", Homer encounters Mr. Peabody and Sherman while traveling through time. Later on, Kang and Kodos turn into the duo as Homer repeatedly alters history.
The Couch Gag for "Simpson Tide" is a parody of the Rocky and Bullwinkle end bumper, in which the family perishes in a thunderstorm and rises anew from the dirt.
In "Moe'N'a Lisa", one of the athletes in the Senior Olympics attempts a high-diving routine, and his sagging skin causes him to fly around like Rocky in the opening titles.
In "YOLO", Homer's pen pal Eduardo takes him skydiving with wingsuits so he can fly like his hero, Rocky the Flying Squirrel. When Homer gets cold feet about it, he says that it's June Foray he really idolizes.
In "The Man Who Came to Be Dinner", as the Simpsons travel through space, Rocky is seen on an asteroid with Gidney and Cloyd; Rocky realizes he can't survive in space and promptlyexplodes.
In The Super Hero Squad Show, Iron Man asks Black Widow (who is speaking with a Russian accent in this incarnation, and who is actually Mystique in disguise) to say, "moose and squirrel", but she refuses.
The Tiny Toon Adventures episode, "Acme Cable TV" has a sketch entitled "The Babsy and Buswinkle Show", featuring Babs as "Babsy", Buster as "Buswinkle", and Montana Max and Elmyra Duff in the roles of Boris Badenov and Natasha Fatale. The sketch pokes fun at the show's limited animation as well as its dated Cold War references.
In the South Park episode "Imaginationland Part III" Rocky and Bullwinkle are among the characters fighting on the good side.
, alongside Dumbo, H.R. Pufnstuf, and Fat Albert.