Is Smokey Bear Still Smokin'?

Smokey Bear Jr. Forest Ranger Kit

QUESTION: As I was cleaning out my attic recently, I came across my old Smokey Bear Jr. Forest Ranger Kit. Do you know if this is collectible today?

ANSWER: Your "Smokey Bear Jr. Forest Ranger Kit," was popular with kids since its introduction in 1957. Today, it’s also a popular collectible. It came complete with a bookmark, letter from Smokey, membership car blotter, four poster stamps and a Junior Forest Ranger Certificate, all profusely illustrated, inside of a beautiful envelope. The Forest Service even included a brass-relief badge from time to time. .

The Forest Service used Bambi as their symbol first.

Created by a Madison Avenue advertising campaign in 1944, the idea of fire prevention
began during World War II when the Empire of Japan considered wildfires as a possible weapon against the United States. During the Lookout Air Raids of September 1942, the Japanese military attempted without success to set ablaze coastal forests in southwest Oregon. U.S. planners also hoped that if Americans knew how wildfires would harm the war effort, they would better cooperate with the Forest Service to eliminate any kind of fire.

So the U.S. Forest Service embarked on an advertising campaign for the prevention of forest fires. It borrowed the image of Bambi for a year until it could come up with a better symbol. But even though the campaign used Bambi on posters for a few months,  somehow he didn’t quite provide the rough and tough, firefighter image needed. The ad men decided a bear would be more appropriate and gave the job of designing him to illustrator Albert Staehle.

One of Staehle's original posters

Staehle created the Smokey character with the ranger hat and carrying a water bucket. He did four original posters of Smokey for the United States Department of Agriculture's Forest Service. The first one depicted a bear pouring a bucket of water on a campfire and saying “"Smokey Says – Care Will Prevent 9 out of 10 Forest Fires." In 1947, it became "Remember... Only YOU Can Prevent Forest Fires." In 2001, it was again updated to its current version of "Only You Can Prevent Wildfires"

After Staehle initial creation, Rudy Wendelin took over the job as his artist. For 30 years, until his retirement from the Forest Service in 1975. Wendelin endlessly drew Smokey. Later, he even designed the commemorative postage stamp released in 1984 in honor of Smokey’s 40th anniversary.

The Forest Service supposedly named the bear after Smokey Joe Martin, New York City's assistant fire chief in the 1920's. He began appearing on fire prevention posters and billboards and in countless television public service advertisements pleading with viewers to be fire-safe in the forests.

The little cub rescued in New Mexico

In the Spring of 1950, fire swept through New Mexico’s Lincoln National Forest in the Capitan Gap Fire, burning 17,000 acres. A group of soldiers from Fort Bliss, Texas, who had come to help fight the fire, discovered the badly burned bear cub and brought him back to the camp. The Forest Service decided the bear cub should be the living symbol of forest fire prevention. At first it named him Hotfoot Teddy, but he was later renamed Smokey, after the cartoon character used in the original campaign. And for the next 25 years the Forest Service used the little bear as a living reminder to Americans of the need to be careful with matches and fire in the forests.

Soon after his rescue, the Forest Service flew Smokey in a Piper Cub to the National Zoo in Washington, D.C.. A special room had been prepared for him at the St. Louis zoo for an overnight fuel stop during the trip, and when he arrived at the National Zoo, where he lived for 26 years, cheering crowds of children greeting him. Over his lifetime, he received millions of visitors as well as so many letters addressed to him—up to 13,000 a week—that the U.S. Postal Service gave him his own unique zip code in 1964. He developed a love for peanut butter sandwiches, in addition to his daily diet of bluefish and trout.

Smokey Bear poster from 1976

The Smokey Bear campaign produced an enormous amount of collectibles. This treasure trove includes everything from stuffed bears and banks to bumper stickers and books of every size and type.

Early recognizing the growing popularity of its fire fighting bear, the United States government trademarked him in 1952. This was done to insure that he would not be used in any way detrimental to his goal. It also brought in royalties, which fluctuated between $40,000 and $200,000 or more each year—money used to supplement the fire prevention budget.

Smokey Bear can be found in cloth, metal, plastic, and porcelain. Most popular are the stuffed bears. Ideal Toy Company manufactured the first one in 1952. Knickerbocker and Dakin soon followed. Teddy bears of Smokey, wearing jeans and a ranger hat, have been made in all sizes. Some were often talking toys, games, records, and drinking cups and mugs flooded the marketplace in the 1950's, 1960's, and 1970's.

Smokey Bear comic book

The first appearance of Smokey Bear in a comic book came in a 1950 release, entitled Forest Fire, by the American Forestry Association. Rudy Wendelin did the artwork. The Dell Publishing Company produced a series of eight comic books from October 1955 to August 1961. Then came Smokey Bear in 1962 by K.K. Publications for a 13-year run as part of their "March of Comics" series. And from February 1970 to March 1973, Gold Key issued 13 comic books.

In 1959, the Forest Service had Western Printing Company create a comic book, “The True Story of Smokey the Bear,” for use as an educational giveaway to youngsters. It became a popular premium for the next 10 years.

The Forest Service also handed out other premiums since the 1950's that today are quite collectible. These include the Junior Forest Ranger' badges. The agency also gave away pinback buttons with Smokey's face and the slogan, "I'm Helping Smokey Prevent Forest Fires," as well as a free coloring book, "The Blazing Forest," also printed by Western Publishing Company, as part of its "Prevent Forest Fires" campaign.

Despite the Forest Service’s campaign's success over the years, wildfire prevention remains one of the most critical issues affecting our country. And with wildfires raging in the West, Smokey's message is as relevant and urgent today as it was in 1944.

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