What do the characters from Disney's animated feature
Peter Pan have to do with televisions and refrigerators?
Nothing, really. But that didn't prevent Walt Disney and appliance manufacturer Admiral from engaging in an extensive campaign of advertising cross-promotion during the movie's original release during the late winter and early spring of 1953. Even rather secondary characters such as lost boy Foxy and Princess Tiger Lily were prominently featured in print advertising, as well as in-store promotional displays. While Peter's endorsement of appliances would prove short-lived, his legacy in peanut butter would be farther reaching, and at least to this day, everlasting.
What do the characters from Disney's animated feature Peter Pan have to do with televisions and refrigerators?
Nothing, really. But that didn't prevent Walt Disney and appliance manufacturer Admiral from engaging in an extensive campaign of advertising cross-promotion during the movie's original release during the late winter and early spring of 1953. Even rather secondary characters such as lost boy Foxy and Princess Tiger Lily were prominently featured in print advertising, as well as in-store promotional displays. While Peter's endorsement of appliances would prove short-lived, his legacy in peanut butter would be farther reaching, and at least to this day, everlasting.
9 comments:
This is my first comment here. I just wanted to thank Jeff for all of the great work he puts into this blog. I enjoy reading it daily.
A thought on today's post:
Peter Pan peanut butter...not actually everlasting. They had a contamination issue last year and shut down production for several months. They did recently make a comeback, though.
Excellent post Jeff!
But wow... that Tiger Lily ad isn't offensive in the slightest! My how times have changed... Love the t.v. sets though!
UHF stations! How do I get me one of dem dere fancy schmancy TV set thingies? Do they have a wall-mount available for the Admiral line of sets?
Wait... What do you mean? UHF is... what? WOW! First HD-DVD goes and now THIS!?!?
Were these newspaper ads, or were those color images cardboard standees? Being a big Peter Pan fan, I really enjoyed seeing these. Thanks!
omg jessica! here i was going to go "i love tigerlily- i'll totally buy that! - then WHAM - read your comment... hadn't EVEN looked at the actual copy of the ad.... ugh...indeed
Somehow, I just can't see Tiger Lily or Captain Hook with a television set. However, Peter Pan did admit to having a taste for peanut butter. I heard him say this to a couple kids while I was waiting to meet him.
Lou--
The color pieces were standees used for store displays. The ads were from Time magazines.
That is very cool. I never knew that Walt did add campaigns with other companies like that. Great post, love the pictures and keep it up.
dishippy - Disney character merchandise campaigns originated in the 1930s under the guidance of master markketer and Disney merchandising rep Kay Kamen.
Kamen made the company literally tens of millions of dolalrs through the Great Depression years by licensing many top American companies including Lionel, General Mills, Ingersoll and others.
Kamen also launched a great bakery and dairy promoton in the 1930s and he produced fantastic merchandise catalogs and special Christmas campaign manuals to promote Disney character merchandise.
Then there were all the great merchandise tie-ins with the 1930s Mickey Mouse Clubs. At the height of its popularity the 30s MMC had more members than the Boy and Girl Scouts combined.
Local retailers bought themed merchandise to sell to the kids and advertised their products to the club members through special newsletters and newspaper ads.
All stereotypes are based on something that was true at one time or the other.
That's what I love and miss about the old days - no irritating and invasive political correctness.
PC is what makes our culture increasingly bland and the same as everyone else. That way leads to a conformist society.
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