The talking Chihuahua turned into a national phenomenon in 1998. Taco Bell customers bought 13 million Chihuahua plush toys. The dog and its tag line became fodder for late-night talk show jokes.

Through the summer and fall of 1996, Alfaro began seeding Psycho Chihuahua with his Taco Bell co-workers. He even ran a focus group, testing several would-be mascots on the masses.

Taco Bell's chihuahua ads got a lot of attention when they were released, but for several reasons, this ad campaign would do the chain more harm than good.

But more than 10 years after her face first graced a "Yo Quiero Taco Bell" ad, marketing's top chihuahua has died at 15 from a stroke. "It was very hard to lose her," owner Karin McElhatton told ...

Exhibit B: “Food” procured from Taco Bell. While purchasing the samples for this experiment, we told the counterwoman we couldn’t eat onions, because the vegetable is bad for dogs.

GRAND RAPIDS, Mich. (AP) -- A federal jury Wednesday ordered Taco Bell Corp. to pay $30.1 million to two men who claimed the fast-food chain stole their idea for the advertising campaign featuring ...

A federal appeals court has ordered Taco Bell Corp. to pay the creators of the fast-food chain's popular Chihuahua sales mascot $42 million. A Michigan jury in 2003 found that Taco Bell didn't ...

DETROIT -- A Taco Bell advertising campaign that featured a talking Chihuahua may be dead, but a pair of Michigan men who claim the restaurant chain stole their idea are getting a second chance in ...

LOS ANGELES -- Gidget the Chihuahua, the bug-eyed, big-eared star of 1990s Taco Bell commercials who was a diva on and off the screen, has died. She was 15. Gidget suffered a massive stroke late ...

1990s: Beef Gordita Supreme ($2.99) We’re pretty sure that Taco Bell Chihuahua originally encouraged us to order a Beef Gordita Supreme back in the 1990s. (And if that makes zero sense to you ...