Rune Andreásson’s hero Bamse, the world’s strongest bear, stands as one of the most recognisable and successful comic book characters in Sweden. The comic is renowned for its social pathos, aiming to impart values considered positive. This article critically analyses the ideological content of the comic during the 1970s. It argues that Bamse serves as a prime example of what has been classified as politicised children’s literature in the wake of 1968. Throughout these formative years of the comic book, Bamse’s adventures revolve around issues of class struggle, international solidarity and anti-consumerism – concerns that, in other titles from the same period, contributed to their popularity. In essence, Bamse embodies a socialist ethos that was commercially viable at the time.