Pam’s Pictorama Post: When researching my Kellogg’s Crinkle Cat (immortalized a few weeks back in my post Crinkle Cat – For Kiddies, not Kitties! which can be read here) I discovered this earlier premium and set out immediately to purchase one. I read online that this Funny Jungleland Moving Pictures book was the first cereal premium – originally given away in stores, it dates back in its earliest form to 1909. It quickly became something you mailed away for instead and it cost you ten cents. Quite a switch as ten cents was a bit of an investment at the dawn of the 20th century and perhaps that explains why so many were kept and exist today.
This example dates from 1932 and they were produced through 1936, which also gives us a hint as to the rather amazing availability of them today, a century later – I am here to tell you, if you want one of these it can easily be yours. Evidently, it is generally hard to date these as they remained remarkably similar with a few color changes to the cover – however, oddly enough, only the 1932 edition had the copyright for the current year it was issued.
One book site selling these tells me that the original copyright goes back to 1907 and I wonder if they were copyrighting the technology of the “moving pictures” or the book. I will assume they didn’t create the method or concept of the book or somehow that would come out in the telling. It is quite clever though and I think it is the other reason for the proliferation of these slim volumes even today. It’s a hoot! As you can see from the top image, the book expands with a fold-out section in the middle.
The 1930’s and ’40’s were the heyday of cereal prizes and I opined on them a bit in the Crinkle Cat post mentioned earlier. (I do love to look at them and they ignite a sort of childhood toy lust area in my brain.) However, I’m trying to remember if I ever pulled anything good out of a box of cereal as a kid and nothing much is coming to mind, although they were still putting the occasional premium plastic geegaws in at the start of my 1960’s and early ’70’s era childhood. Even the mail-in option was fading away. Some research on the subject has reminded me of a brief period when you could, in theory, cut out a record from the back of the box and this tugged briefly at my memory. I have only the vaguest memory of testing that and failing miserably.
Via my research light on the subject I discovered that pep pins were originally cereal prizes. While that is pretty cool (extremely actually) I guess I somewhat question the wisdom of putting a pin in a box of cereal for a child to find given the general fist down into the cereal box approach most children take to finding said prize. I don’t own a Felix the Cat pep pin but I share an example below.
As it happens, one of the things my parents were martinets about when I was small was breakfast cereal. We were a plain Jane family when it came to that when I was a tiny tot and maybe that is why there were few premiums in the offing. I am specific about being quite small because if my younger brother is reading this memories of Count Chocula and Cap’n Crunch and the like are zipping through his mind. What can I say? Our parent’s moral stance on cereal evaporated during those intervening years. By the time heavily sugar coated cereal showed up in the house I had no interest in more than tasting it, with the exception of a brief affair with Frosted Flakes and Tony the Tiger which is coming back to me. (Perhaps it was because I found Tony charming?)
Dad used to urge us to eat our Wheaties as I remember from when I was very small – strange to think of him quoting a commercial; he wasn’t the type. I wasn’t a fan of them, Wheaties, and we settled more companionably on Cheerios as frequent daily fare. I flirted a bit with Raison Bran (I added raisons to a salad the other day and that actually felt a bit decadent, but I digress), and Rice Krispies. I still cop to an appreciation for the occasional marshmallow treat made with Rice Krispies. Yum.
The variations on these plainer cereals of my youth, Special K, All Bran and the like, populated our cupboards and breakfast table. We were encouraged to add Wheat Germ to it and there was a brief Alpen period (nuts, sweeten raisons and mysterious grains) which sometimes were employed to zip up the somewhat more austere brands.
Meanwhile, I swear my father thought Kretschmer Wheat Germ was going to save the world (I do wonder if it was something from his own childhood) and he converted my sister who went through a phase of putting it on top of everything including the cookies she baked and the English muffin pizzas she would throw together for her lunch or snack. Again, I was not a fan. I share the version below which graced our breakfast table for decades. Somehow I do not remember my mother having strong feelings about any of this – which is unusual for my mother – but for whatever reason she stayed out of the cereal fray for the most part. I don’t think she was a cereal eater herself at all and seemed to be fairly nominal in most of her own weekday breakfast consumption, toast and coffee for the most part. We all might break out more on weekends. (Subsequent to reading this Kim has shared that he also hated Kreschmer Wheat Germ – had never come up before.)
Of course, in retrospect I suspect that for the most part all that cereal wasn’t great for us and the nutrient filled promise was a tad hollow. I shudder more than a bit at the calories now and we haven’t had a box of cereal in the house in years, although I am the first to admit to a not infrequent diet of cereal dinners during the straighten circumstances of my twenties. (Although the price of cereal today may not make that an option for recent grads these days!) Nor do I wish to take on cereal lovers – calories notwithstanding I love granola in my yogurt. And of course, if the cereal industry went back to adding interesting toys to these boxes I might yet be lured back.