Sunday, July 5, 2015

1938 Snow White Jingle Club - Contest Book & Cards

The 1938 Snow White Jingle Club was one of numerous advertising campaigns dreamed up by Disney's marketing team led by Kay Kamen. It was a promotional tie-in for primarily bread companies. When consumers visited their neighborhood grocery store, they'd see a large banner (earlier post) encouraging kids to join the Snow White Jingle Club.

To become a member, they had to mail in an application postcard with the child's name, address, age, birthday, and the grocer's info. Printed on the reverse side was the name and city of the local bread company sponsor; this particular one came from Wausau, Wisconsin. Card measures 5.5" x 3.5".

This second example comes from the Atlanta Baking Company. Black & white graphics.

In return for sending in their postcards, children would receive a Jingle Club membership button (previous post) and a 16-page book. Full-color front cover, black and white illustrations inside. Measures 5.5" x 4".

Original mailing envelopes. This second one came from Olson's Bakery in Los Angeles.

On the back cover of the book, we learn about the Snow White Jingle Contest, plus the name of the local bakery sponsor. Who this sponsor was all depended on where the book was sent to. In the examples below, we see Hagstrom's was located in Oakland; Log Cabin Bread was also in northern California; the Atlanta Baking Company; and the Bon Ton Baking Company.

This is how the contest worked: Inside the book are 24 illustrations (two per page). Each is accompanied by a four-line stanza but with the last verse left blank.

When parents brought home a loaf of Snow White bread from the store, inside the package would be a paper card (3.75" x 2") with an illustration identical to one found in the book, except it was in full-color. It also had the entire four-line jingle. To partake in the contest, the child was required to collect all 24 cards, then on the pages provided in the back of the book, fill in the last line to each jingle. The completed "last line page" could then be taken back to the store to win a Snow White prize.

Two Jingle Cards featuring Happy and Doc, distributed by Vogelman's Bakery (based in Missouri). Sandwich recipes were included on the back of these.

A set of cards sold through Heritage Auctions.

An uncut sheet of all 24 cards printed on very thin paper.

These next Jingle Cards were not associated with a bread company. Rather, they were used in a laundry promotion, this one in Philadelphia. In the 1930s, the laundry truck would come to your home to pick up and drop off your garments.

Printed on the backside is one of two different informational blurbs. The first mentions that "a complete set of 24 pasted in your Jingle Book entitles you to a beautifully framed picture of your favorite Snow White character." The other reminds you to "look in your next Snow White Laundry bundle for another" Jingle Card. And to "ask your routeman about a Jingle Book if you don't have one."

Card images via aroundtheclock.

A red and black single-tone set of cards was issued too, listed here on page 835 of Hake's 2007 Official Price Guide to Disney Collectibles (2nd ed.). Also pictured is a series of 24 waxed paper strips, each with one of the four-line verses. Possibly used by some bakeries as substitutes to the paper picture cards.

The framed picture of a Snow White character (earlier post) appears to be the main prize that participants received for completing the Jingle Contest. Yet, other items like balloons, buttons, and masks were also available for use by the sponsoring bakery or laundry company. See more examples of these promotional materials in the Kay Kamen "Advertising and Merchandising" book (upcoming Archive entry).


  1. I have one of these Jingle Books and a handfull of the cards - only one card is printed with the Snow White Laundry blurb on the back. Snow White Laundry was located somewhere in Philadelphia, and I believe my paternal grandfather once worked there. The "Radcliff 5700" is actually the phone number to the laundry.
    If anyone is interested, I'd like to rehome my copy of this book.

    1. Hi Denise, Thank you for commenting. The cards are really hard to come by. Would you be willing to send some hi-rez scans of them (front and back)? I would share them on the blog with credit going to you, of course. In return, I'd be happy to do a post on our facebook page letting folks know that you have the book for sale.

      If you're interested, email me at the address found on our profile page:

      Thanks. :)