Merry Christmas, Mickey Mouse! A 1934 Disney Merchandise Promotional Book

Front board of in process item

Front board of Cotsen in process item 7210213

Cotsen is lucky enough to have acquired a rare Christmas promotion book from 1934 (New York: Kay Kamen Incorporated, 1934). The book, spiral-bound with sheets tipped on card stock meant for tearing out, was designed by Kay Kamen Incorporated and distributed to department stores around the country. The promotional book outlines specific Mickey- and Disney-themed product displays, meticulously describes events and product placement, and offers a catalog of promotional Disney material.

Page [1], foreward

Page [1]: foreword

The foreword pictured above, outlines what the book seeks to capitalize on: “Bearing in mind the knowledge of the Public’s Mickey Mouse consciousness and with a combination of ideas from the leading Publicity and Display Executives of America, we present this Store-wide Mickey Mouse Christmas Promotion”.

The early 1930’s saw an explosion of popularity and “Mickey Mouse consciousness” for Walt Disney’s character. First appearing to a general public with the release of Steamboat Willie on November 18, 1928, Mickey Mouse would become one of the most recognizable cartoon characters ever in just a few short years. Early Mickey cartoons, directed by Walt Disney and Ub Iwerks, impressed audiences with innovative use of sound for comedic effect by synchronizing the actions of the character with the music and audio (talkies had just begun to gain commercial viability and popular appeal).

But it was Mickey’s appearance in merchandise and Disney’s ability to proliferate this image that would make the white-gloved mouse a household name. And it was especially designed department store promotions, like the one pictured here, that allowed the Disney image to become ubiquitously American. But without Kay Kamen, Disney merchandise might never have had the ballooning success it enjoyed in the 30s and beyond.

In the words of Charles Solomon, an historian of animation:

In 1932, Herman “Kay” Kamen, a former hat salesman who had built a successful advertising business in Kansas City, called Disney about developing character merchandise. Walt and Roy had been unhappy with the quality of some of the earlier merchandise and were interested in Kamen’s offer. He came to Los Angeles, a deal was struck, and the number of products bearing Mickey’s likeness expanded rapidly. Mickey appeared on everything from a Cartier diamond bracelet ($1,250.) to tin toys that sold for less than $1. In 1933 alone, 900,000 Mickey Mouse watches and clocks were sold, along with ten million Mickey Mouse ice cream cones. By 1934, Disney was earning more than $600,000 a year in profits from films and merchandise.1

This Christmas Promotion 1934 catalog remains a rare artifact of the aggressive and ingenious promotional advertising that Kay Kamen used to fuel the then fledgling Disney name into the omnipresent empire that we all know today. And as the book shows, Disney cornered the toy and merchandise market by inundating 1930’s consumers with  the Disneyana atmosphere:

Pages [2-3] offer meticulous plans for the town parade that should correspond to the opening of the toy department in your town. Descriptions of the individual floats are provided and promotional products are available to advertise by your store!

Page [6]: The Mickey Mouse Post Office allowed department stores an easy way of obtaining mailing addresses, contact with parents, and “would probably make this link in your Promotional Campaign one of merit and profit.”

page[7]

Page [7]: Remember that “all children love buttons!”

page[12]

Page 12: an example of a promotional parade poster that was supposed to point consumers to the right place.

page[18]

Page [18]: One of several promotional panels available for store decoration.

Page [25]: Mickey Mouse, The Goof, and Horace Horsecollar Christmas-themed mail decorations.

Spread [30-31]: life-sized Minnie and Mickey dolls were also available, as well as life-sized hollow laminate heads.

page[32]

Page [32]: A tipped-in Mickey mask designed as a promotional hand-out.

page[38]

Page [38]: More examples of give-aways, including an image of the buttons mentioned on page [7] above.

Pages [40-41]: The left page lists approved companies for ordering supplies like Micky Mouse stationary, drapery material, and balloons. The right page is the first page of a priced Kay Kamen Inc. catalog.

page[44]foldout

Page [44]: fold-out “blue prints” for the Mickey Mouse House to be constructed in a department store toy department.

page[45]copyright

Page [45]: The copyright notice at the back of the book, probably dutifully reinforced with a blue pencil by a store manager.

Disneyana promotional material, toys, merchandise, and ephemera are adored by collectors. The unique opportunity this book affords us is a look into the past with respect to the use and distribution of some of these products and their original costs. cost. This Christmas Promotion 1934 catalog allows us a unique look at the tools and machinations of a nascent merchandise giant and how it shapes children’s (and adults’) culture, and spaces. Advertising, after all, is what Christmas and childhood is really all about…

Happy holidays, everyone!


  1. The Golden Age of Mickey Mouse, by Charles Solomon

Dating Sets of Ivory Alphabet Letters

Many sets of ivory (or bone) alphabet letters have survived in private and institutional collections: the British Library has the one Jane Austen and her family used for playing word games.  Perhaps they were taken out to solve riddles.

Here is a classic one Austen almost certainly would have known, because it was reprinted so often of eighteenth- and nineteenth-century collections of word games, usually without credit to its ingenious creator Jonathan Swift, the author of Gulliver’s Travels. 

We are little airy creatures,

All of diff’rent voice and features;

One of us in glass is set,

One of us you’ll find in jet,

One of us is set in tin,

And the fourth a box within;

If the last you should pursue,

They can never fly from you.

aeiouThe riddle’s answer, the vowels, has been spelled out with one of the sets of bone alphabet letters in the collection.  They have been laid into a cunningly carved wooden box with a sliding lid that resembles a book.  It is more usual to find them in plain wooden boxes with sliding lids decorated with inlaid “cover titles” of bone or ivory.  It’s unclear if the manufacturer or the retailer was responsible for the packaging.  If their names appeared anywhere on the box, they would be clues as to the date of the pastime.  Cotsen’s set has no “cover title” or trace of the maker of the book box.   Perhaps the original container was broken or lost and this one as a replacement.  Another possibility is that this is a remnant of a much larger set of letters transferred to this box because it was the right size.

spinebottomsidePerhaps customers were been offered a choice of boxes at point of sale. The Puzzle Museum owns a carved bone box containing bone letters with a sliding lid about the same size and shape as Cotsen’s, but with different decorations.ivory boxThe distinctive letter forms of the bone ones, however, offer some evidence for dating them.  They are clearly copies of  the early nineteenth-century  Roman “fat faces”  made popular by Robert Thorne, Vincent Figgins, and William Thorowgood, that are the  forerunners of slab serif and typewriter fonts.  Here’s an early nineteenth-century handbill that uses one of these wonderful in-your-face fonts that were designed for use in advertising.

2014-01-19th-century-advertising-handbill1And here are the words “Turnip Seeds” spelled out in the Cotsen set of bone letters.

turnipThe resemblance is unmistakable, even though the bone letters’ serifs are not as skinny and spiky as in the fat faces and the contrasts between the thick and thin strokes not as exaggerated.  If the bone letters had been more faithful copies of the typeforms, they probably would have been much too fragile to hold up to extended play.  Here’s second comparison of type and bone letter:

figgins fat faceAnd here is ” Durham” spelled out in Cotsen’s bone letters:durhamWhile redescribing Cotsen’s collection of alphabet tiles and letters this summer,  I noticed that all but this set used some variation of the slab serif, instead of the Figgins fat face.  This could mean that those alphabet letters can’t possibly date before 1815 or so, when the faces they were modeled after began to appear in type specimens and in job printing.  So much for the common misconception that they are relics of eighteenth-century nursery artifacts….  In fact, I strongly suspect most of Cotsen’s sets could date to the mid- to late nineteenth century, but that’s a riddle for  another time.