Magilla Gorilla (voiced by Allan Melvin) is a gorilla who spent his time languishing in the front display window of a pet shop run by Melvin Peebles (voiced by Howard Morris), eating bananas and being a drain on the businessman's finances. Mr. Peebles marked down Magilla's price considerably, but Magilla was invariably only purchased for a short time, typically by some thieves who needed a gorilla to break into a bank or by an advertising agency looking for a mascot for their new product. The customers always ended up returning Magilla, forcing Mr. Peebles to refund their money. Magilla often ended each episode with his catchphrase "We'll try again next week." The trials of Magilla mirrored the attitudes that American citizens had towards racial integration during the Civil Rights Movement in the 1960s. Some say The Magilla Gorilla Show perpetuated the idea that non-whites should be segregated, with Peebles selling Magilla to white customers who would invariably return him to the pet shop by the end of each episode.