Pam’s Pictorama Toy Post: I have been hunting this fellow, Crinkle Cat, for a long time. Despite essentially being easily acquired item, I have been holding out for one that had been sewn well and was in good shape which took longer to find. Introduced in 1935 the characters Crinkle Cat, Dinky Dog, Dandy Duck, Freckles the Frog (and later Johnny Bear and perhaps others), were established and offered as Kellogg’s cereal premiums (two box tops please) which arrived as below, to be cut out, sewn and stuffed by the recipient. Considering that these were hand sewn, oil cloth dolls, these have an excellent survival rate. Crinkle Cat seems to lead the pack here but although you will work a bit harder if you want a Freckles the Frog, for example, these also appear to be obtainable.
Beyond the survival rate which is notable, the frequently worn remains of these toys is evidence that they were played with and much beloved, perhaps a tribute to their Depression era timing. It was an inexpensive toy when finding toys for your kids wasn’t easy and just feeding them was a priority – this enabled you to do both. Many of the unexecuted oil cloth sheets are also in existence. (I could have bought one of those and made my own if my skills were up to it; they are not.) So back then, as is always the case, people acquired them and never managed to execute the sewing of the toy – but saved them for posterity.
I like Crinkle’s slightly worried, pie-eyed expression and I am a fan of his sort of country gentleman tie and vest – sporting buttons on the back and a small patch on his bottom. Kellogg’s is also emblazoned on his back and I will volunteer that he is indeed a cat I would trust with my cereal needs.
Despite their survival rate as toys well into the 21st century these characters didn’t seem to gain much traction. Information on them is scant and I don’t see much evidence that they had a life beyond these premiums. Before 1940 they were supplanted a few years later by Snap, Crackle and Pop and eventually Tony the Tiger. I would say it is possible that Vernon Grant, the designer and creator Snap, Crackle and Pop may have designed these characters, but I cannot confirm so I defer to those of you out there who may be more knowledgable on the subject to please chime in. I was interested to see that a somewhat rare toy of Tony the Tiger of surprisingly similar design exists from a much later era. The example I found was dated 1973.
I cannot do justice to the fulsome and whacky history of Kellogg’s here but will give enough of an encapsulation to intrigue those of you who wish to go further down that rabbit hole on your own. Essentially the Kellogg brothers, Dr. John Harvey Kellogg and Will Keith Kellogg, invented it in 1896 (patented and into production in 1906) as part the answer to a need by the Seventh-day Adventists for vegetarian fare at the Battle Creek Sanitarium in Michigan where John was superintendent. As it unfolds into a commercial venture the company at Will’s urging (this caused a rift between the two) he not only makes the recipe a bit more palatable for the consumer by adding sugar to the mix, but is an early advocate of advertising and premiums. He kicks this campaign off with this rather splendid Funny Jungleland moving picture book for children in 1906. (I’m already working on acquiring one of these – so perhaps a future post there!)
Years later Crinkle’s little-known tagline was, For kiddies, not kitties! and perhaps for a company that went on to make pet food as well, this was a point worth making? Meanwhile, Crinkle has at last come to join the kitties (not kiddies) here at Pictorama.