Category Archives: 20th century

Cinderella Lives Happily Ever After in Advertising Ephemera

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East of the sun or west of the moon, Cinderella is probably the best known fairy tale in the world and her story has been co-opted by shrewd businessmen eager to sell products.  Three creative examples of advertising ephemera from the collection which exploit the cinder wench are highlighted here.

Ida Rentoul Outhwaite (1888-1960)  is not a household name in America, but she is one of the Southern hemisphere’s most beloved children’s book illustrators.  Famous for having created distinctly Australian fairies and elves, Outhwaite was not above drawing pictures for advertising brochures. “Cinderella’s Dream and What it Taught Her” (ca 1931; Cotsen 86877) is one of her rarest works.  A Fairy Queen visits Cinderella’s dreary room late one night, saying sweetly,  ‘I am here to cheer you dear, / For you work like a drudge all day: / But listen to me, and you soon will see / How your work will become mere play,” as soon as she purchases all the versatile germ-killing products manufactured locally in Melbourne by J. Kitchen & Sons.  (Several will be essential in cementing her power as princess.) No longer will her ugly, fault-finding sisters complain of shrunken woolens once they are washed in Kitchen’s Merino.   Her glass slippers, filthy from running home from the palace through the streets, can be disinfected like the drains and sinks with Kitchen’s strong Phenyle, a deadly poison sold in  glass bottles marked with molded Xes.  Her dressing table in the palace will have bottles of Kitchen’s Velvet Salts, talc for the bath, and medicated soap to keeping the fair complexion fresh.  The flame of the prince’s love will burn true as long as she discreetly stocks Kitchen’s Velvet Shaving Stick–or so it is promised.What must it have taken for mild-mannered Will Keith Kellogg to break away from his brother Dr. John Harvey Kellogg, of Battle Creek Sanatorium fame, and start his own cereal company in 1906? After improving the recipe for their flavorless corn flakes by sweetening them with malt syrup, Will had to figure out how to distinguish his breakfast cereal from his brother’s.  He  set out to vanquish his competitors through the stream of premiums designed to create customer loyalty.  Between 1910 and 1940, Kellogg Co. produced lines of blotters, paper dolls, radio shows, souvenir postcards, and pamphlets mostly aimed at children.

A 4-volume set of Story Game Books featuring characters famous in children’s literature copyrighted in 1931 are now collectibles.  The “Sunshine Fairy” offered general instructions for play and noted that each one in the volume would have individual directions that would need to be learned. The first story in the first volume was Cinderella’s rise from dirty rags to silken gowns (Cotsen 22579).  The prosaic retelling was accompanied by a board game designed by Bess Devine Jewell, a commercial artist who also illustrated Pansy Eyes: A Maid of Japan (c.1922).  This twelve-square adaptation of the classic game of the goose sets players on a quest to find the maiden whose foot will slide into the glass slipper, which cannot be stretched to fit.  The back cover was covered with information from Kellogg’s Home Economics Department on meal planning for growing children.  Mothers were advised that if their little ones did not like milk,  “Cereals are especially helpful in getting milk into the diet.”  A box top from any of Kellogg’s five nutritious cereals and 10 cents glued to the inside of the letter mailed to the company would send a copy of Cinderella and friends to anywhere in the US except for Wisconsin, Washington, Nevada, and Kansas.Mrs. Cinderella  (Cotsen 21954) has a very complicated origin, compared to the previous two pamphlets.  For its pavilion in the 1939 World’s Fair, General Electric commissioned William Duncan and Edward Mabley, co-principals of the famous puppet troupe Tatterman Marionettes, to write and perform a piece promoting the wonders of electricity. After the exposition, the show was taken on the road and performed hundreds of times across the country.  Programs for the original production have survived, but this colorful pamphlet illustrated by North Carolina artist Corydon Bell seems to have been printed  for distribution in retail outlets: the name of Herr’s Garage in Landisville, Pennsylvania is stamped on the rear cover.

It’s unclear how faithful the story in verse here is to the original script for the puppet show that played at the World’s Fair, but the outlines were probably very similar.  The prince carries his bride over the threshold of their starter palace and leaves her the next morning to explore the premises.  After a morning of dusting and mopping, Cinderella discovers that the goblins in residence whose delight is undoing her work.  With a stiff upper lip and sore back, she tries to bake in the ancient kitchen and do the laundry in a wash tub while they wreak more havoc.   Surely her fairy godmother can help her with the gnome problem… She recommends calling General Electric at G-E 1939.  No sooner had she hung up the receiver when a host of elves in tip-top physical condition and dashing uniforms.  Armed with guns, they shoot at the goblins and force a retreat.The elves have just begun to work.  The inadequate kitchen and laundry room are completely modernized, from the plumbing to the cabinetry.  Within hours they install the entire range of GE labor-saving appliances–refrigerator, dishwasher, garbage disposal, toaster, coffee maker, washing machine, water heater.  The powerful new vacuum cleaner makes the disgraceful living room carpet look like new in sixty minutes.  And they thoughtfully prepared a hearty, heartwarming meal for her charming prince when he comes home.The moral is too obvious to bear repeating, but here it is anyway:

The General Electric Co. is able / To sell you, thru a plan that’s all its own, / ADDED HOURS OF FREEDOM,/ And for happiness you need them,/ Cause there’s nothing so important as your home.

Someone–a woman–who owned of this copy left a tart note inside. complaining about a woman of her acquaintance who swallowed the message whole before learning that “all men are rats.”

Heads, Bodies, Legs: A Handmade Version of the Game from the Early 1800s

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From the collection of the Scottish National Gallery of Modern Art.

Heads, Bodies, Legs is a chain game for three, popular with children and adults (especially artists) that requires pencil and paper.   The group is supposed to produce a drawing together without any player seeing what the others have created. The first player takes a sheet of paper and draws a head and neck as detailed or simple as desired.  Player 1 folds down the paper so only a little of the drawing’s bottom can be seen.  Player 2 draws a body from the waist up consulting only his or her imagination, then folds the paper to cover his work.  The legs will be drawn by the last player.  Once the drawing is completed, the three players unfold the sheet to see what the figure looks like—the sillier or stranger, the better. The drawing on the left was made by artists James Guthrie, Edward Arthur Walton, and Joseph Crawhall, who frequently played the game the summer of 1879.

Also known as Picture Consequences, Heads, Bodies, Legs is played at children’s birthday celebrations or family parties.  This familiar game, which has no winners or losers, has been repackaged as a type of moveable book sometimes called a horizontal flap transformation.   The illustrator designs a series of figures to be printed on pages of cardboard, which are divided horizontally into three sections—the head on the upper third, the body on the middle, the legs on the lower.  The reader/player can make new figures by recombining any three sections into a different one.  The pages are frequently comb-bound to facilitate the process of mismatching the heads, bodies, and legs into peculiar people with unlikely physiques and gender-bending clothes, as in this double-page spread from Walter Trier’s 8192 Crazy People in One Book (London: Atrium, {ca. 1949] Cotsen 1605).  Mixing in characters famous in popular culture, caricatures, national, and racial stereotypes is also common. 

Text can added to the sections, as Helen Oxenbury did in 729 Puzzle People  (London: Methuen/Walker Books, c. 1980, Cotsen 26110), which provides a nonsensical scenario for every figure in the same spirit as Exquisite Corpse, a game the Surrealists found delectable.  This one on the left reads “All dressed up I waddle to build up my body.”

Before the twentieth century, what appear to be variant versions of Heads, Bodies, Legs turn up on the antiquarian market. Cotsen acquired a set ca. 1810  of 1 hat, 14 heads, 18 torsos, and 22 limbs drawn on heavy paper with watercolor washes, apparently drawn by one person.  It may have been made to be played as a parlor game, similar to one of a supplement to an old Boy’s  Own Paper around 1880. “Some Social Transformations” has nine figures on the sheet, each to be cut in thirds and the resulting strips mounted on card.  All the strips were to be shuffled, then dealt to the group.  Player one lays down a pair of legs, then player two a body, and player three the head.

The figures that can be created  from this early nineteenth century set’s selections of heads, bodies, and legs are not anywhere as wacky as the modern ones because both sexes were required to cover the legs most of the time!  The gentleman in the black breeches with red slashings is wearing Elizabethan fancy dress, but his companion’s clothing is a mystery to me. Below them is a figure assembled from man wearing in the turban, a torso of another declaiming from a book, and the skirt of a pigeon-toed girl. The same thing holds for Metamorphosesn fuer Kinder= Metamorphoses pour les enfans=Child’s metamorphosis=Metamorfosi per fanciullia, a set manufactured in Germany for distribution across Western Europe between 1815 and 1825 (Cotsen in process).  although we have to concede the possibility that it could have been as titillating even shocking–for people then to see girls in trousers or boys in dresses as it is for us to see a chinless man in a frilly fairy’s tutu and saggy black tights with holes.