Going for the Prize Inside

 

QUESTION: Ever since I was a kid and read the back of the cereal box as I was downing a bowl of cereal before going to school, I’ve loved them. Cereal boxes were fun and often had games to play on the back and many contained prizes inside. Recently, as I was cleaning out an old desk drawer, I came upon several of the prizes I had retrieved from cereal boxes. At first, I would eat the cereal until the prize suddenly fell out as I poured some of it into my bowl. But after a while, I became impatient and dumped the cereal from a newly opened box into a large bowl or pot to search for the prize. Are these little prizes collectible today? I know mothers detested the prizes found in McDonald’s Happy Meals and saw them as junk. What about the cereal prizes? 

ANSWER: A cereal box prize was a form of advertising that involved using a promotional toy or small item that cereal makers offered as an incentive to buy their brand. Prizes could be found inside or sometimes on the cereal box. The term "cereal box prize" is sometimes used to include premiums that consumers could order through the mail from an advertising promotion printed on the outside of the cereal box.

Cereal makers distributed prizes and premiums in four ways. The first was an in-store  prize handed to the customer with the purchase of one or more specified boxes of cereal. The second was to include the prize in the box itself, usually outside the liner bag. The third was attaching the prize to the box, such as printing games and trading cards on the cereal box or simply attaching the prize to the box with tape or shrink wrap. Some prizes included a gameboard or other interactive activity printed on the box that corresponded with the prize inside the box, which kids used as a gamepiece. The fourth method of distribution was to have the consumer mail in the UPC proof-of-purchase labels cut from a specified number of boxes, sometimes with a cheque or money order to defray the cost of shipping. A third-party sent the premium to the consumer by mail. 

In 1909, Kellogg’s offered the first cereal box prize. Shoppers who purchased two boxes of Kellogg’s Corn Flakes received a copy of Funny Jungleland Moving-Pictures, a little booklet illustrated with dancing tigers, storks, horses, hippos and more. Children pulled a tab to slide new pictures in and out, creating new combinations of the animals’ heads, bodies and feet. By 1912, consumers redeemed The Funny Jungleland Moving Pictures Book 2.5 million times.

With the success of the Kellogg’s prize campaign, other cereal makers, including General Mills, Malt-O-Meal, Nabisco, Nestlé, Post Foods, and Quaker Oats, followed suit and inserted prizes into boxes of their cereals to promote sales and brand loyalty.

The first prizes buried inside cereal boxes were small pinback buttons decorated with World War II U.S. Military insignia, available in Pep, at that time Superman’s favorite cereal. 

By the 1920s, cereal companies turned to then-popular radio shows to advertise their premiums. 

The invention of a screw injection molding machine by American inventor James Watson Hendry in 1946 changed the world of cereal box prizes. Thermoplastics could be used to produce toys much more rapidly, and much more cheaply, because recycled plastic could be remolded using this process. In addition, injection molding for plastics required much less cool-down time for the toys, because the plastic wasn’t completely melted before injected into the molds.

During the 1940s and 1950s, cereal prizes followed a transportation theme, with metal or plastic cut-out planes, cut-out trains, and license plates included in General Mills offerings. It wasn’t until 1943 that Kellogg’s placed a model airplane into a package of its Pep Whole Wheat Flakes cereal. 

Also in the 1950s, the maker of Wheaties distributed brightly-painted steel automobile maker emblems, representing 31 American and European auto makers, including  luxury names like Bugatti, Alfa Romeo and Rolls Royce alongside now-defunct manufacturers like Kaiser, Hudson and Riley. 

In the 1970s, Hendry developed the first gas-assisted injection molding process in the 1970s, which permitted the production of complex, hollow prizes that cooled quickly. This greatly improved design flexibility as well as the strength and finish of manufactured parts while reducing production time, cost, weight, and waste.

All kinds of collectible figures—from rocket ships and submarines to cartoon characters and rings—could be cranked out and hidden beneath cereal. 

In the early 1980s, Apple Jacks cereal included a rubbery, squid-looking toy in every box that could be thrown at walls and slowly “crawl” down to the ground as it stuck and unstuck itself. Even the Teenage Mutant Ninja Turtles got their turn. 

And in 1996, General Mills distributed the PC video game Chex Quest on CD in boxes of Chex cereal.

Today, cereal box prizes have become a unique collectible. Most vintage cereal box prizes sell anywhere from $5 to $30, but rare ones can go for as high as $175 for a Banana Splits TV Show ring and and $250 for a General Mills Lucky Charms Game.

To read more articles on antiques, please visit the Antiques Articles section of my Web site.  And to stay up to the minute on antiques and collectibles, please join the over 30,000 readers by following my free online magazine, #TheAntiquesAlmanac. Learn more about the "The World of Art Nouveau" in the 2022 Spring Edition, online now. And to read daily posts about unique objects from the past and their histories, like the #Antiques and More Collection on Facebook.

There’s Nothing So Liked by a Small Boy Than a Toy Truck

 

QUESTION: As a kid, I loved playing with three little cast-iron trucks. It’s only recently that I learned that they may have been made by the Kenton Toy Company when I saw one of the trucks I had at a small antique show at the local volunteer fire company. The dealer said she believed that the truck had been made by Kenton. Can you tell me anything about Kenton’s cast-iron toys?

ANSWER: At the turn of the 20th century, the Kenton Hardware Company promoted itself as "the largest factory in the USA exclusively making cast iron toys." The factory produced a variety of toys that were miniature versions of fire engines, circus wagons, carriages, banks, trains, and stoves. From the 1890's to the 1950's, the town of Kenton, Ohio, was a center of American cast-iron production.

F. M. Perkins founded the Kenton Lock Manufacturing Company in Kenton, Ohio, in 1890. The firm first produced high-quality, elaborate bronze and brass locks, and coat hooks. 

Perkins didn’t begin manufacturing toys until 1894 when a series of patent disputes caused Perkins to change the name of his company from the Kenton Lock Manufacturing Company to the Kenton Hardware Manufacturing Company. Kenton’s line consisted of banks, horse-drawn vehicles, and stoves. The production of the Columbia Bank, a souvenir of the World's Columbian Exposition, which provided a successful launch into the U.S. toy market.

What followed was a wide range of toy vehicles—hansom cabs, sulkies, surreys, chariots, fire-patrol carts, sedans, racing cars, buses, blimps, air-planes, milk wagons, bakery wagons, bandwagons, dump trucks, lumber trucks and circus trucks. Also, mechanical and regular banks in the forms of teddy bears and polar bears, the Statue of Liberty, the Flatiron building, radios and other playthings such as cap pistols, ranges and miniature sadirons.

Kenton constructed its toys from several parts, each of workers cast in a mold into which they poured the hot, liquid iron. After a short cooling period, they opened the  mold and removed the part. They then assembled the separate parts with rivets or bolts. Because of their rough surfaces, cast-iron toys couldn’t be lithographed like tin ones. Workers then hand painted or dipped the toys in two or three bright colors.  

Kenton became part of the National Novelty Corporation combine in 1903. It marketed its toys under the Wing Manufacturing brand. Fending off a series of takeover attempts, the toy division survived as a separate unit within Kenton Hardware Company. It continued to manufacture cast iron toys from 1920 to 1935.

Like most other businesses, the Kenton Hardware Company suffered during the Great Depression, so much so that it was in danger of going bankrupt. Then, just as Shirley Temple saved the Ideal Toy Company and Mickey Mouse did the same for Lionel trains and Ingersol watches, another popular icon came to the rescue of Kenton. Gene Autry saved the day with the Gene Autry toy pistol.

Vice president William Bixler persuaded the company to manufacture a copy of Gene Autry’s pearl handled six-shooter. Autry sent one of his guns to Ohio to assist in the creation of a child’s size model. Joe Solomon made the master mold in 1938. By 1939, over two million Gene Autry Repeating Cap Pistols had been sold.

Introduced in December 1937, it became a huge success in both the U.S. and then the world. One million were sold from February to August of 1938 alone, keeping the factory going night and day.

The peak of cast-iron toy production extended from shortly before the turn of the 20th century until the 1940's, when lighter-weight models that were less expensive to produce and transport superseded them. Kenton ceased production of horse-drawn toys in the early 1920's, except for a beer wagon made in the 1930's, but in 1939 the firm introduced a completely new line of horse-drawn toys, which continued through the early 1950's.

Most of these toys, except for the early banks and stoves, weren’t marked. Company catalogs, the first of which appeared in 1892, can help with identification. Prices for authentic early pieces in good condition can sell for four figures for some horse-drawn Victorian carriages and fire vehicles.

Kenton ceased operations in 1952. 

To read more articles on antiques, please visit the Antiques Articles section of my Web site.  And to stay up to the minute on antiques and collectibles, please join the over 30,000 readers by following my free online magazine, #TheAntiquesAlmanac. Learn more about the "Antiques of Christmas" in the 2021 Holiday Edition, online now. And to read daily posts about unique objects from the past and their histories, like the #Antiques and More Collection on Facebook.

A Mini Means of Transport

QUESTION: Ever since I was a kid, I’ve long been interested in Plasticville buildings and accessories. I’ve got a few vehicles, but unfortunately, I don’t know very much about them. There were about a dozen different colors of these cars made, some with a molded hood ornament and some without.  Which colors are the rarest? How rare are the black ones?  I have heard rumors that there are reproductions of these cars on the market.  How would I be able to tell a reproduction car from an original?  Are the cars still being produced in China?  Are there ant new colors of these cars being made? 

ANSWER:  That’s a lot of questions about such little items. But before answering them, a bit of background is in order.

Bachmann Brothers, in business in Philadelphia since 1833, selected the name "Plasticville, U.S.A." for its line of injection-molded plastic buildings and accessories which it began manufacturing in late 1946. Prior to that time, the company manufactured women’s hair combs from celluloid, the first synthetic plastic material developed in 1868, followed by celluloid optical frames known as "tortoise shell" and protective eye wear for military use until World War II.

At first, Bachman produced plastic white picket fences for use around “putzes,” or under-the-tree Christmas displays. With the success of these rather common items, the firm launched a group of accessories, including plastic trees and bushes, a foot bridge, a wishing well, a trellis, as well as a brown rustic fence and a picket fence, for use in the displays, themselves. Before then, the firm sold its fencing in nondescript packaging. But after expanding its line of accessories, it needed to link the various accessories it had begun to produce. The key, executives knew, was to create an fictional town of plastic buildings, so they decided on the name "Plasticville U.S.A."

The new product name captured the optimism of the early postwar years and conjured up the modern as well as the traditional. The word "plastic" connoted a revolutionary new material with unlimited potential associated with convenient, inexpensive, and readily disposable items.

But the fictional folks of Plasticville had no way to get around until 1954, when Bachman brought out its first vehicle assortment, the V-10, which included a jet bomber and jet fighter (for the veterans of World War II and Korean war who had become fathers), a fire pumper truck and fire ladder truck (to protect the town’s buildings from fire), an ambulance (for emergencies), a bus (for mass transit), and four cars.

A smaller V-6 Assortment, consisting of a fire pumper truck, fire ladder truck, ambulance, bus, and two cars, followed two years later. The company only sold its vehicles in sets. Buyers had only the choice of these two assortments, or in special “Master” units, which contained a number of items on a theme such as the “Airport and Accessories Unit” with its two jet planes, ambulance, fire engine, and car.

Occasionally, individual building kits contained a specialized vehicle. So if a buyer wanted more cars, for example, he had to purchase another whole assortment to get them. Bachman packaged all of its Plasticville accessories this way.

But Bachman cut corners on its packaging. The boxes which contained these vehicle sets and those of other accessories were cheaply made. Each was of the thinnest cardboard and had a window covered in a thin sheet of cellophane to show off the product inside. Needless to say, they didn’t last long. Most owners of Plasticville items packed them up in their original boxes after Christmas. The constant unpacking and packing eventually took its toll, so few of these vehicle assortments exist today in their original boxes.

While the airplanes came in silver and the fire trucks in their usual red, the cars came in a variety of colors, including  red, orange, yellow, green, dark green, pastel blue, gray blue, turquoise, dark blue, aqua, black. The mix varied randomly from one assortment to another. So if a buyer wanted to purchase more cars of one color, he had to purchase more assortments. Of all the colors, dark blue is the hardest to find in any vehicle. Orange is also hard to find. As for the cars, black is the hardest to find. It’s for this reason that a set of a half dozen black cars, claiming to be rare by its eBay seller, couldn’t possibly be so.

The company produced two different styles of cars for its Plasticville assortments. One had a plain hood and the other had a hood ornament added. There’s not correlation between the hooded ornaments and those without and the colors of the cars.

Because the Plasticville cars, in particular, have become such hot items for collectors, there are lots of reproductions and fakes on the market. Each authentic Plasticville car bears the inscription “Plasticville U.S.A.” on the interior underside of the car’s roof.

One of the most mysterious of all the vehicles is the dark blue bus. Collectors believe that it originally came with the Lionel Highway Set No. 955 and the Lionel Vehicle Set No. 958 sold under license from Bachman in 1958. The first set’s 22 pieces included two buses in either grey or dark blue and a car, plus assorted street and road signs and telephone poles, all selling for $1.00.

The second set sold for 25 cents more and included all the vehicles in the V-10 Assortment except the jet plane, plus a fire alarm box, a traffic signal, assorted street signs, a mail box, and a fire hydrant.

Those seeking to tell whether a car is an authentic Plasticville should look for the “flash,” as well as the quality of the plastic. Today’s plastics are definitely stronger and more solid looking than those used in the 1950s.

In 1984, Kader Industries of Dongguan, China, took over Bachman’s entire Plasticville line. That year Plasticville pieces looked exactly like the originals, with the company’s trademark BB in a circle plus Plasticville USA molded into each piece. After that, the company re-etched the molds to say "Made in China.”

Kader Industries still produces a car assortment, consisting of a fire pumper truck, aerial ladder truck,  a yellow ambulance, a green bus and a car. It’s important to note that the bus and ambulance have never been offered in these colors before.

Today, individual Plasticville cars sell for anywhere from $1.25 to as much as $27. Most are sold in groups of three or more. As with most collectibles, condition and rarity affect price. There’s also a marked difference in the design of the cars from their beginnings in 1954 to the present day.

Original cars had a solid molded plastic body with turning white wheels.  Later versions had more detailing and black wheels with hub caps. But buyer beware since some online sellers offer groups of six “rare” cars of the same type. If a car is that rare, it would be hard to find six in mint condition.

Read more about collecting Plasticville U.S.A. in The Antiques Almanac.