The Mystery of two Wheaties salesman's order books from 1939

[da-bullman]

246882I love a mystery gathering facts and fit the pieces together that might tell an unexpected story. This story starts with two Wheaties salesman's order books from 1939. They were used as a point-of-sale tool at grocery stores to increase sales. The first series promoted the Centennial of Baseball with eight different boxes to complete the issue that started in May 1939. The second series covered the players selected for the All-Star game who appeared on the backs of Wheaties boxes in August of 1939.
I found this Wheaties box at a card show in Boston. I think was used as promotional display by General Mills to show the history of their Wheaties boxes. The art work appears to be copied from a salesman's order book the punched holes from the book are copied exactly on the box. You might think why didn't General Mills use the original "Art Work" ? I have no idea the box is stiff, sealed, filled with hard filler and a label as to the history of the box and when it was used. I don't know when this General Mills promotion took place someday I will solve this mystery. May be you can help ? Visit my web site www.1939baseball.com or post a response. All the Best Steve

[steve B]

Are the holes on the box holes or printed on?

If they're holes, which I'm guessing they are, from the location and the location of the label I'd think that the box was at one time a file copy of the box that was stored flattened in a binder. Later on someone built it up as a box and added the filler. Could be for a historic display, or just to increase the display value for a collector later on.

Some of my modern boxes I kept unflattened, but as I need space occasionally I'll flatten one. A few of the fragile older ones I built boxes inside them and wrapped the whole thing in plastic.

If they're printed on, it's a bit more of a puzzle.

I'd think the other items were also file copies of either the point of sale materials, or the advertising sent to stores to promote the special boxes.

All really cool stuff either way.

Steve B

[da-bullman]

Hi Steve, The holes are printed on the box. The box is complete sides, bottom, front and back match my 1939 complete centennial box copyright 1937.The box is more white however. The label is what is interesting CHANGE 45 Series of 8 back panels ...don't know what that means, this is a well done fabricated box so the mystery thickens. Visit my web site under collections Wheaties for a better look www.1939baseball.com Good to hear from you, Steve

[baseball tourist]

When I read "Change"'on the label I immediately thought of my time in the print media/advertising biz. This could be a printer's note to alter the existing version in the manufacturing process.

[da-bullman]

Great input Chris, You could be right why they constructed the box I'm not sure the top, bottom, sides, front and back are identical to the real box except the art work appears to be copied from the art work used for the salesman's order book the punch holes are printed. I think this box was created much latter than 1939. Who knows??? thanks again Steve PS I have in my collection programs tickets and 100th Anniversary pencil from the 1939 Toronto Maple Leafs check out my web site www.1939baseball.com

[steve B]

When I read "Change"'on the label I immediately thought of my time in the print media/advertising biz. This could be a printer's note to alter the existing version in the manufacturing process.

That was my thought as well. And that would be entirely expected on a file copy, especially before "sell by" dates. The box version identified by the change could be easily linked to manufacturing dates in a companies files.

The holes being printed on pretty much complicates that theory.

Possibly made later as Steve is thinking. The question would be how much later and why? A few possible guesses, but just guesses.
For a display at the worlds fair or another major trade show? The 1939 fair got extended into 1940, so it's a possibility. And Of course they'd want to show off the current product and promotion. But at the time they could have simply taken some boxes off the packing line and should have retained the original art if they needed to reprint any. A later fair?

An internal company museum? Maybe, and an archivist might have insisted on a reprint from a file copy rather than display an original file copy. I can see that after a few years the company or printer might have discarded the original art. (Something this nice I can also imagine being taken home instead of being thrown away. Unless it was purged in a WWII paper drive. )

I've no idea how they did things then, but if the box designs were done by a third party like a designer for the box company or an ad agency, then the replica might be theirs.

Printed on holes seem more of a lithography thing, and the boxes probably weren't lithographed. I'm pretty sure the 1950's boxes weren't. If that's the case, the replica box would have been fairly expensive at almost any time before the current digital to plate proceses.

All of which makes it much cooler in my mind than a file copy. File copies are cool, but are usually just an ordinary production item, often damaged by the filing. Stuff produced especially as a display and possibly a costly one at that are pretty special.

Steve B

[da-bullman]

Great stuff thanks for your post Steve B. -The mystery and scope widens never considered your points but I will now the NY. Worlds Fair may well had a General Mills Pavilion, or a grocery trade show. I hope I can learn more from General Mills. I will get on it Monday. Thanks Again Love Net54, Steve