Scoobert Edmund "Scooby" Doo is the eponymous character and protagonist of the animated television franchise of the same name created in 1969 by the American animation company Hanna-Barbera. He is a male Great Dane and lifelong companion of amateur detective Shaggy Rogers, with whom he shares many personality traits. He features a mix of both canine and human behaviors (reminiscent of other talking animals in Hanna-Barbera's series), and is treated by his friends more or less as an equal. Scooby often speaks in a rhotacized way, substituting the first letters of many words with the letter 'r'. His catchphrase is "Scooby-Dooby-Doo!"