Happy Meals for Happy Kids

 

QUESTION: I was going through some boxes in our attic and discovered one filled with those little toys my kids used to get in McDonald’s Happy Meals. Most people, especially mothers, consider these junk. Do they have any value or should I just toss them?

ANSWER: Believe it or not, some of those little toys are actually little treasures, depending on their condition. McDonald's is famous for its Happy Meals, and kids the world over I have been fattened up on weekly doses of them for over 40 years. Since the early 1980s,  the main hook has been the toy included with the meal. 

Many collectors of McDonald's memorabilia are mostly interested in toys that relate to specific McDonald's characters, but there have also been many tie-ins with established movie, TV and toy lines. Those tie-in items appeal to collectors who are specifically interested in what the Happy Meals promoted.

The first major tie-in to the action adventure market was with Star Trek. The series  returned from TV limbo in the form of a highly promoted film in 1979, and producers planned a huge promotion. This included Star Trek Happy Meals based on the movie. Six different boxes featured activities. One box encouraged kids to fill in the dots to complete a picture of the Enterprise while another offered a chance to decode a message with Mr. Spock, and so on. Toys and premiums included plastic Video Communicators, iron-on transfers of the characters and the Federation symbol, and "Navigational" wrist bracelets. 

Just as collectible are the items that McDonald’s made available to their restaurants, such as display signs, a cardboard Enterprise, and, rarest of all, a silver smock worn by McDonald's employees, which featured an emblem that combined the Star Trek and McDonald's logos. 

Another heavily merchandised franchise was The Dukes of Hazzard, the campy rural action show that dominated TV in the early 1980s. In the summer of 1982, McDonald’s  test marketed a Dukes of Hazzard promotion in St. Louis. The items included plastic cups with pictures of the various characters, and vacuumed plastic meal containers in the shape of the vehicles from the series, including the General Lee car and Daisy's Jeep.

Hot Wheels came to McDonald's in 1983.The cars were the subject of a national promotion, but there were also certain cars distributed only on the East Coast, and some only on the West Coast. Others appeared nationwide. McDonald’s offered 14 Hot Wheels cars in Happy Meals at any given location. There were "Collect All 14" store displays that included these 14 cars. The cars from this promotion individually sell for  $10 to $15, but the 14-car display unit commands can sell for between $300 and $400.

E.T. was a huge promotion for McDonald's, thanks to the family-friendly appeal of the movie. Although E.T. appeared in theaters in the early 1980s, the first Happy Meal with an ET theme didn’t go on sale until 1985. It offered  two different box designs and a series of four posters depicting scenes from the film.

Hasbro, the toy industry giant, got into Happy Meals with a combined promotion for Transformers and My Little Pony. Transformers, robots that became vehicles and other mechanical devices, were one of the top selling action figure lines of the 1980s. Each original Happy Meal promotion include four different small Transformers. Today, they sell for between $40 and150 each for diehard Transformers collectors and up to $100 if they’re still in their cellophane baggie packs.

Ghostbusters, the cartoon TV show known as the Real Ghostbusters spun off of the hit movie, became the next big craze for kids in the action/adventure genre. Ghostbusters appeared in McDonald's Happy Meals in 1977 with four different boxes and school supplies based on the Marshmallow Man and Slimer ghosts seen in the film and cartoon series. These included a pencil case, ruler, note pad and eraser, pencil and pencil topper, and pencil sharpener. All are difficult to find and highly collectible.

Hot Wheels returned in 1989 with more cars available in different regions. There was a 12-ear display that now sells for $300, followed by repeated promotions, shared by Mattel's other titan, Barbie, throughout the 1990s.

Not to be outdone, Matchbox also had a promotion in 1988, featuring a 16-car counter display and cars that now sell for $8 to $10 each.

The I990s proved to be even mare interesting for action-adventure tie-ins, as several popular super heroes became involved with Happy Meal promotions.

1991 saw McDonald's teaming with Disney to promote Hook, the retelling of Peter Pan with Robin Williams and Dustin Hoffman. The official Hook Happy Meal boxes, which featured striking artwork, contained four Hook floating bathtub toys.

A tie-in with the TV cartoon version of Back To The Future caused some controversy. The assortment consisted of four rolling toys, but Doc's time traveling Delorean car had wheels that small children could remove and swallow. McDonald's issued an advisory to parents, urging them to avoid giving the cars to small children. The next big promotion also had its share of problems.

In 1992, McDonald's was ready to cash in on Batman merchandising and featured a big promotion involving Batman Returns with four vehicle toys, including Catwoman’s car. 

For some reason, Halloween toys are usually big hits. The Ronald and Pals Haunted Halloween McDonald’s Happy Meal set featured a 20-inch display used at McDonald's restaurants in the 1990s. The company ran their 1998 promotion nationally during October. Unfortunately, many store managers trashed most of the displays afterward. The promotion included six toys—I am Hungry, Witch Birdie, Black Cat Grimace, Jack-o-lantern McNugget Buddy, Ghost Ronald, Scarecrow Hamburglar and Ghoul.

The McDonald’s Happy Meal for Disney Toy Story2 in 1999 includes pretty much every recognizable toy from the "Toy Story 2" movie. The complete set included an incredible  20 toys, which doesn’t seem possible for the movie.

Not all McDonald's toys were tiny plastic junk. Some, like It’s Happy Meal Girl Doll from 1997,  were big plastic junk, part of a series of Happy Meal baby dolls. Actually, these dolls were surprisingly well made for something produced by a burger chain.

And while the intention of Happy Meals was to get kids to eat McDonald’s foods and make them happy, those same little toys are making many collectors happy as well. 

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 "Advertising of the Past" in the 2023 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.

Let’s Have a Cold One

QUESTION: Ever since college, I’ve been a great lover of an ice cold beer. And today, with all the microbrews out there, I’ve become quite the beer afficionado. Along with enjoying a variety of beers—I even have a special refrigerator in my garage to keep my collection of microbrews cold—I’d also like to start collecting brewery memorabilia in earnest. I have a few items—coasters, bottle openers, and a variety of cans from various breweries. Can you help me get some direction to my collecting? There are so many items that I’m not sure where to start.

ANSWER: It’s appropriate that you’ve contacted me this week since the Fourth of July is probably the leading holiday at which people celebrate with cookouts and coolers of icy cold beer.

Beer has been a part of American culture since the first Virginia colonists began brewing ale from corn in 1587. Adrian Block & Hans Christiansen's brewhouse at the southern tip of New Amsterdam, now Manhattan, was the first brewery established in the New World. Ever since then breweries have opened all over America.



Michael Combrune published The Theory and Practice of Brewing in 1762. This was the first attempt to establish rules and principles for the art of brewing. In 1808, members of the Congregational Church in Moreau, New York, formed a temperance society. From that point forward, a major struggle between beer drinkers and those who disapproved began, culminating in Prohibition. Until the rise of these societies all over the country, the only competition breweries had was from whiskey manufacturers.

During Prohibition, breweries produced "near beer," a nonalcoholic beer, which people  greeted with a lukewarm reception at best. The breweries also made "health tonics," ice cream and many other products to keep themselves afloat during this time.

In 1935, the G. Kreuger Brewing Company of Newark, New Jersey, became the first brewery to sell beer in steel cans. That year, only about 25 percent of all beer sold was packaged in bottles and cans. Breweries sold the rest in kegs.

The breweries have always had competition, from other alcoholic producers as well as other breweries.  To beat the competition, they used strong print and media advertising campaigns, elaborate visuals, and colorful giveaways. They used everything from foam scrapers, brightly colored cans, distinctive bottle labels, neon signs, tip trays, cups, hats, shirts, serving trays and countless other items in an attempt to make the consumer remember one brand over another.



Today, the market for vintage brewery collectibles is hot. But there are so many different items that beginning collectors have a very good chance of finding ones to fit their tighter budgets.

First, a beginning collector should buy what he or she likes and can afford. Prices for these collectibles are all over the map, so focusing a collection is important from the start. To begin, a novice collector might build on what he or she already has or perhaps start in a new direction of interest. That can include beer bottles or cans, unique advertising signs, and even beer coasters from around the world. Often, these can be had for the cost of a cold beer.

Beginners should select a collecting theme early or risk accumulating too much material to handle. It's easy to start small, with something inexpensive like coasters, as long as the beginner always buys items in the best condition. Beginning collectors of brewery collectibles usually start with signs, trays and cans produced after Prohibition. Advance collectors collect the pre-Prohibition era material and usually zero in on the geographic area in which they live or grew up.




So what determines pricing for brewery collectibles? As with other antiques and collectibles, it’s condition, condition, condition," since most brewery collectibles have been used. Pristine examples can command high prices, and they can be difficult to find. While rarity is important, for collectibles where multiple examples exist, condition rules.



One of the priciest examples is the Clipper beer can, which sold on eBay for more than $19,000. Lithographic factory signs have sold for $7,500 to $15,000, die cuts for $1,000 to $2,500, tin lithographic serving trays for $250 to $1.000 and tip trays for $250. While these are the priciest items, there are lots of others selling for much less.. Signs with reverse painting on glass and calendars are especially prized by collectors.

The variety of brewery collectibles is astounding, so much so that they offer lots of possibilities for collectors at all levels. The bottles and cans produced today may someday be worth more than the contents they hold as will signs, lights, mirrors, tap handles, and labels.

To read more articles on antiques, please visit the Antiques Article section of my Web site.  And to stay up to the minute on antiques and collectibles, please join the other 18,000 readers by following my free online magazine, #TheAntiquesAlmanac. Learn more about western antiques in the special 2019 Spring Edition, "Down to the Sea in Ships," online now. And to read daily posts about unique objects from the past and their histories, like the #Antiques & More Collection on Facebook.   

The Way to a Mother’s Pocketbook was Through Her Children

QUESTION: I discovered my first child’s advertising booklets quite by accident. I was actually looking through a box of assorted vintage paper goods at a local flea market when I noticed a tiny booklet. It was an illustrated nursery rhymes distributed by Clark’s O.N.T. Thread. I’ve seen other advertisements from the late 19th century but never thought anything about it. Why did advertisers use children in their ads? And why did they distribute children’s books to promote their products? I’d like to start collecting these little books, but I don’t know where to begin.

ANSWER: While there’s a dedicated group of children’s advertising booklet collectors, many people have never heard of them. However, during the late 19th and early 20th centuries, children’s advertising booklets were a common item in many households. Everything from coloring books to junior cookbooks caught the eyes of advertisers.

As early as the 1850s, manufacturers realized the way to a mother's purse strings was through her children. What mother could resist the purchase of Clark's O.N.T. thread when doing so would include an educational booklet of rhymes for her little one? Besides, O.N.T. Black fast thread was "guaranteed never to show white on the seams after being worn or washed” –clearly a win-win situation.

But Clark's O.N.T. thread wasn’t the only company to take advantage of a mother's love for her children. The heyday of consumer advertising in the United States was in the last quarter of the 19th century. This was a time when steam presses and chromolithography made visually appealing promotional material relatively inexpensive, and when manufactured goods proliferated.

The great Centennial Exposition in Philadelphia in 1876, with its myriad of domestic exhibits, inspired thousands of different advertising handouts. Advertisers began to use the image of a comfortable middle-class life as an inducement to purchase their products. Well-fed babies and well-dressed children at play were themselves symbols of material accomplishment. Plus, they portrayed the picture of wholesomeness.

At the same time. advertisers became aware that the woman in the household made most of the buying decisions, especially of household goods. The logical conclusion was that promotions which doubled as toys for children might also attract sales.

Many of these little promotional booklets have survived. So what affects their value? Condition, subject matter, general appeal, author, and illustrator are all important when determining the value of a children’s advertising booklet or an ad with children in it. Though companies hired prominent illustrators to create these booklets, many of them aren’t given credit. Among the more famous ones are W.W. Denslow who illustrated The Wizard of Oz, Johnny Gruelle who did Raggedy Ann, and Maxfield Parrish, who became known for his high fashion Art Deco paintings. So booklets that feature these artists are likely to command a premium.

The Wonderful Lunch Boxes, illustrated by 20th century children's book illustrator Shirley Kite is a good example. Printed in 1925 and 1927, the book came inside boxes of a variety of Post cereals, including Bran Flakes, Instant Postum and Postum Cereal, Grape-Nuts, Toasties, and a cereal that obviously didn't go over too well----Bran Chocolate.

There was also a wide variety of advertising booklets available. Coloring books, nursery rhymes, and alphabet booklets were particularly successful as advertising promotional material. In most cases, advertisers created ingenious tie-ins with their products, using verse, parody and caricature. Occasionally, advertisers included watercolor “chips” in coloring books, and sometimes interleaved the pages with glassine to protect the images from smearing once children colored them.

However, not all advertising booklets were aimed at children. In 1910, Ivory Soap issued “Elizabeth Harding, Bride,” an advertising booklet with instructions on how to clean everything from blankets and brassware to hardwood floors and rubber plants all using Ivory Snow. It seems new bride Elizabeth feared her housekeeping abilities would be unacceptable to her new husband until Ivory Snow saved the day.

Jell-O was America's first packaged dessert, and owner Orator Woodward had a tough time convincing the public that combining water with white powder would produce tasty fruit-flavored gelatin. In 1902, Woodward hired door-to-door salesmen to hand-deliver Jell-O recipe booklets. The strategy was a key part of Jell-O's marketing for decades. And as with previous booklets, prominent artists illustrated many of them. One of the most famous is Rose O'Neill, best known for the Kewpie doll. A 1915 mint condition example of Jell-O and the Kewpies now sells for over $100.

Collectors can still find great examples of charming booklets for under $100, and many are still priced for less than $50.

Along with the promotional booklets, advertisers also used children in illustrations for some not-so-common products. One of the most bizarre was “The Dutch Boy’s Lead Party,” a paint book for children. Considering that housepaint used to contain lead, it seems a bit noxious to promote it with children. Then again, maybe that’s supposed to be pronounced “leed.”

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 Retro style in the Fall 2020 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.

Long May They Wave

QUESTION: A friend of mine gave me several circus pennants that she found at a yard sale. She knew that I liked items from the circus and thought I might like them. I have several other items that I’ve purchased as souvenirs at circuses over the years. Are these circus items collectible, and if so, are these pennants worth anything?

ANSWER: Americans have been in love with the circus for over 200 years. And for more than half that time have been buying souvenirs to remind them of that brief moment of fantasy when the circus came to town.

Circus pennants have been sold at the circus for nearly 100 years.  They promoted both the circus selling them and some of the individual acts and stars. Just about all the famous circus acts have had their names blazoned across a pennant at one time or other. Hopalong Cassidy, who made his name on television in the 1950s, toured with the Cole Brothers Circus. A pennant with his likeness is worth a cool $150 today. The navy blue felt pennant with a white illustration of Hoppy on his horse, Topper, features his name in rope script along with the Cole Brothers Circus name.

Roy Rogers had his own show, the Roy Rogers Thrill Circus, in the late 1940s. He’s pictured on a 28-inch pennant, today valued at about $110, riding a bucking bronco.

The history of flying a pennant dates back to the days of chivalry.  As time went on, they became associated with the naval war ships and eventually sports teams. Essentially, a pennant in the general sense is an elongated triangular commemorative flag. Traditionally, pennant manufacturers made them of felt and fashioned them in the official colors of a particular team. They usually displayed the team’s mascot symbol, as well as the team name on the pennants. Workers stitched or silk-screened the images onto the pennants in contrasting colors. As sports pennants became popular, other organizations like circuses began selling them as souvenirs.

But for circuses, the pennant was all about promotion. P.T. Barnum was the undisputed master of that. In 1872, he decided to increase the size of his show.  By adding a second ring in a larger tent, he could double his capacity. He scoured the world for unusual acts to present to make his circus better than all the others. Eventually, Barnum added a center ring, and began promoting the acts appearing in it. He used pennants and other souvenirs to promote these acts so people would come back year after year to see his show.

In the early 20th century, the five Ringling Brothers from Baraboo, Wisconsin entered the circus arena and everything changed. In the proud tradition of overstatement, they superseded even P.T. Barnum and soon their shows became the Greatest Show on Earth. It alone is responsible for many of the circus collectible items on the market today.

And while Ringling Brothers souvenirs are collectible, most collectors seek out the more obscure little shows that traveled the back roads of middle America. To them, these represent the real world of the circus.
Read about the history of the American circus poster.

Close Cover Before Striking

QUESTION: My grandfather left me his collection of match safes. All I know about them is that they held matches to keep them dry. Some of his are extremely ornate. What can you tell me about them?

ANSWER: Yes,  match safes did help keep matches dry, but they also served another purpose—they helped keep the bearer safe. Early matches were prone to igniting from rubbing against one another or spontaneously, so most people carried a match safe to house their matches. Between 1890 and 1920, most people carried strike-anywhere matches, so they could light stoves, lanterns and other devices. By then the pocket match book, invented by Joshua Pusey, had become popular.

John Walker, an English druggist in Stockton-on-Tees, England, made the first friction match in 1826. He  called his invention "friction light." The first containers Walker used to hold the matches he made and sold in his chemist’s shop were round canister-shaped tin boxes that cost two pence each and held 100 matches. Since there was no roughened surface on the boxes to ignite the matches, he inserted a piece of sandpaper for that purpose. Unfortunately, Walker never patented his invention.

Three years later, Samuel Jones sold a similar product with the catchier name  "Lucifers.” Soon after, Charles Sauna invented a phosphorus match in France and by 1836 phosphorus matches patented by Alonzo Dwight Phillips of Massachusetts became available in the United States. By 1840, friction matches were in common use.

There are numerous varieties of pocket match safes—figural, advertising, combination boxes, and trick or puzzle boxes. Manufacturers also produced wall match safes, designed to hold loose matches or a box of matches, as well as table top match safes, match box holders, and match grips, usually mounted on a standing ashtray, which were three-sided and gripped the match box. Early pocket match safes were merely functional and plain in their styling, but later on they became ornate accessories, much like jewelry.

While there’s an endless variety of figural pocket match safes out there, that is those featuring a person or animal or some sort of object, there are many more featuring advertising. Just as today's matchbooks usually contain ads on their front and back covers, pocket match safes often featured advertising, but in the form of a particular shape or perhaps a slogan, such as those given away as souvenirs of restaurants and hotels. Manufacturers of all sorts of items gave away match safes much the way companies today give away pens or business card holders. Mythological figures and salon art were popular subjects.

Some advertising match safes started out as product sample boxes. These contained samples of gramophone needles, pens, tea, cocoa, razor blade, and tobacco samples. After a person used up the  samples, they could use the box in which it came as a match safe. This also ensured a greater longevity for the ads.

In the United States, one of the most prolific manufacturers of match safes was the Gorham Manufacturing Company of Providence, Rhode Island. Others included William B. Kerr, Unger Brothers, Battin, Blackington, Whiting, George Scheibler and Shreve & Co.

Match safes come in all sorts of shapes and patterns, from plain and decorated square, oblong and round cases, to a myriad of novelty shape made of silver, gold, brass, tin, gunmetal, nickel silver, ivory,  white metal, and even wood and porcelain. However, most were made of inexpensive materials. Those made of precious metals usually had a gold wash interior to prevent corrosion by the chemically active match heads.

Most later match safes came with a ribbed surface on the bottom for lighting the matches. Some match safes incorporated a cigar cutter or a small knife blade as well. While most people carried them in their pockets, gentlemen often suspended them from a fob chain.