Checkerboard

October 2026

• Trust, Testing, and Time
• The Dawn of the Counter Display: Wooden Product Boxes and Lithographed Labels
• Davy Crockett and the Coonskin Flash Fame
• A Very Chill Man
• A Letter to the Editor
• Video: Mayhue Masters General Merchandise, Hillham, Tennessee

Editor’s Note: AAAA is privileged to publish this previously unreleased body of research, which offers vital insights for dating vintage advertising memorabilia. This information will undoubtedly prove invaluable to collectors, historians, and researchers alike.

The attached monograph draws upon nearly forty years of collecting and research to document the chronological development of the Good Housekeeping Seal from its introduction in 1909 to the present day. By examining shifts in design, wording, testing classifications, and guarantee policies, this study demonstrates how these variations can help collectors determine the earliest possible dates of advertising and packaging artifacts. Since dating is of principal importance to collectors, this reference work should be of great value.

In addition to serving as a practical reference, this research reevaluates the accepted chronology of the Seal and identifies several inconsistencies in previously published histories—including narratives issued by Good Housekeeping itself. All photographs and artifact images featured in this work are from the author’s personal collection.

Author Biography

Gordon Standlee is an independent researcher and longtime collector of American advertising artifacts. Over nearly forty years of collecting, he has developed a special interest in the use of trademarks, seals, packaging, and advertising ephemera as tools for dating and interpreting historical artifacts. His work focuses on documenting overlooked aspects of advertising history through the study of original artifacts and primary-source materials. He resides in Morada, California.

Click here to download "Trust, Testing, and Time: Part 1"

Click here to downlaod "Trust, Testing, and Time: Part 2"

During the late 19th and early 20th centuries, the American retail landscape underwent a massive transformation. The chaotic, bulk-bin general stores of the frontier era transitioned into organized, brand-conscious establishments. At the center of this retail revolution was a simple yet highly effective marketing tool: the wooden store product display featuring a vibrant paper label.

Popular from roughly 1880 to the 1920s, these counter displays and shipping crates changed how goods were sold, shifting the consumer experience from passive ordering to visual selection. Prior to the 1880s, general stores kept most merchandise behind the counter or tucked away in large burlap sacks and plain barrels. Clerks scooped, weighed, and wrapped every item for the customer. As manufacturing boomed post-Civil War, factories began producing standardized, pre-packaged goods.

To convince shopkeepers to pull these new items out of the backroom and place them in plain sight, manufacturers created specialized wooden shipping/display pieces. These structures were designed to sit directly on the store counter, right next to the hand-cranked cash register. They were the earliest form of point-of-purchase advertising, capturing the customer's attention at the exact moment they were ready to spend money.

By the mid-1920s, the dominance of the wooden counter display began to wane. The rise of self-service grocery stores, pioneered by chains like Piggly Wiggly, changed store layouts completely. Counters were replaced by long aisles, requiring packaging that could stand alone on a shelf. Furthermore, lighter and cheaper materials, such as cardboard and lithographed tin, quickly replaced expensive wooden cabinetry.

A varied selection of wooden displays with lithographed paper labels is presented below.

It lasted only a year – but what a year it was. There was a coonskin cap and a song about a kid who killed a bear. It was triggered by a television show and unleashed the then unchartered power of TV and consumer frenzy buying behavior.

The year was 1955 and this cultural phenomenon was triggered by Walt Disney’s “Disneyland” series airing on ABC on Sunday night staring 6-foot-5 Fess Parker in “Davy Cockett Indian Fighter.” Historians shook their heads questioning the accuracy of the series, but kids across American could care less as they ran out on school grounds singing:

Born on a mountain top in Tennessee

Greenest state in the land of the free

Raised in the woods so’s he knew every tree

Killed him a b’ar when he was only three

The first show, “Davy Crockett, Indian Fighter,” aired December 15, 1954, followed by ”Davy Crockett Goes to Congress” in January 1955, and “Davy Crockett at the Alamo” in February, 1955 (image, right).

Although Crockett perished in the Alamo show, the Disney folks realized he was too popular and too profitable to die, and two more TV segments followed in November and December, “Davy Crockett’s Keelboat Race” and “Davy Crockett and the River Pirates.” Disney then edited the first three episodes into the full-length color movie “Davy Crockett, King of the Wild Frontier” in late 1955.

The shows and movie were insanely popular. They gave Disney an unprecedented blockbuster merchandising campaign and became a blueprint for entertainment and effective merchandising. Parker was the star but it was his coonskin cap that prompted a national mania among boys (and some girls) and cemented its place in American popular culture.

At the time, the one thing just about any kid wanted more than anything else was the coonskin cap (image, below). (Full Disclosure: I was 9-years-old in 1955, youngest of four children growing up in Tucson, Arizona. The southern Arizona desert with cacti and coyotes was a far cry from the green woods of Tennessee but my coonskin cap was my coolest ever possession. I even wore it to bed.)

At the peak of the craze and until it faded in 1956, coonskin caps sold at a rate of an estimated 5,000 a day (including a brisk counterfeit market). The coonskin cap was the centerpiece of Disney’s merchandising efforts regarding the Crockett franchise.

Two kids in 2026 recreating the fashion fad

Probably just as popular as the fur headpiece was the song “The Ballad of Davy Crockett,” a massive hit in 1955, No. 1 on the charts. The song also took off outside the U.S., hitting the top 10 in the United Kingdom, while a French version topped the charts in France.

To play a version of the recording, click the You Tube link below .

Other merchandising included Davy toy muskets and cap guns, frontier costumes, rubber hunting knives, plastic rings, T-shirts, games, comic books, drinking glasses, wallets and colorful bubble gum trading cards (images below). The about 2 ½-inch by 3 ¾-inch cards were produced by Topps citing Walt Disney Productions (images, below). The cards were offered at 1-cent each or 5-cents wax packs with a stick of bubble gum. As the fever subsided and died, it was estimated that more than $300 million (estimated in the billions today) was spent on Crockett merchandise.

Where did Fess Parker stand as the flash fame dimmed? Associated Press Hollywood reporter Bob Thomas interviewed Parker in late 1955 and asked him for his reaction to the waning of the Crockett craze. “I’m just as happy about that,” Parker replied in a story carried by newspapers across the country. Thomas then asked if that meant Fess could hate Davy. “Gosh, no,” Parker replied. “I could never hate Davy Crockett. Not when Mr. Disney gave me 10 per cent of the sales of Davy Crockett merchandise. Not when my record of ‘The Ballad of Davy Crockett’ sold 1,200,000 copies. No sir, I couldn’t be mad at Davy. Why, I’ve got a new house up in Benedict Canyon. You might say it was the house that Davy built.”

As for Crockett himself, he was a frontiersman, militia officer and congressman who was known for his hunting and storytelling – for example, he once claimed to have killed 105 bears in a single hunting season. Crockett, 1786-1836, became famous for exploits that were more mythical than factual. In fact, during his lifetime his critics accused him of drunkenness, adultery and gambling. But Disney turned him into a real-life American hero to help publicize Disneyland and its Frontierland, which opened July 17, 1955.

The Ballad of Davy Crockett

Born on a mountain top in Tennessee

Greenest state in the land of the free

Raised in the woods so he knew ev'ry tree

Kilt him a b'ar when he was only three

Davy, Davy Crockett, king of the wild frontier!

In eighteen thirteen the Creeks uprose

Addin' redskin arrows to the country's woes

Now, Injun fightin' is somethin' he knows

So he shoulders his rifle an' off he goes

Davy, Davy Crockett, the man who don't know fear!

Off through the woods he's a marchin' along

Makin' up yarns an' a singin' a song

Itchin' fer fightin' an' rightin' a wrong

He's ringy as a b'ar an' twict as strong

Davy, Davy Crockett, the buckskin buccaneer!

The tin below sparks curiosity with its depiction of a man in 17th-century attire, seated and seemingly detached from his surroundings. In his right hand, he holds an object, while his left hand limply grasps what appears to be a handkerchief. Beside him, a table holds a glass container half-filled with an unknown liquid.

Is this man ill? Is he alive? Could he be in a drug-induced coma?

No! As the reverse side of this tin reveals below, he's merely experiencing a state of profound "delight"...thanks to his Arcadia Mixture tobacco!

Editor's Note: We do not usually publish letters to the editor but this one came with a specific request that we share it with all AAAA members. So here it is. This charming letter captured the essence of what the AAAA Conventions are all about!

Hello,

I wanted to write to you to let you know what a wonderful time I had 'room hopping ' at the AAAA Convention.

As a new member of the club, I had never 'room hopped 'before. I was local to the convention, but was not able to participate fully. However, I was able to come Friday on the "Public Day" for the ice screamers sale and the Room Hopping sales in the rooms. I found some great additions to my collections, but that is not why I am writing.

I want to tell you what a wonderful group of people you have in the club. Every person was so friendly and welcoming. I had the BEST time talking to all the members who were more than willing to share their knowledge and the history of this advertising world. Meeting the people was the best part of the experience. I'm sorry I don't remember everyone's name...but I do remember Lenny, Leo and Louise. In addition, there was the lady from near Harrisburg PA who was in the Mr. Peanut club; a couple from East Petersburg PA, and a fellow who had a wonderful sample talc collection to die for. There was also a young man who helped me secure a Try More Candy tin and a gentleman who sold me Mr. Electric.

I want to thank everyone for one of the "best times ever" antiquing for this 60 something lady.

Your club is the best!!

Sincerely, 

Marie Emerick

This store has been maintained as a "living museum" by the current owners. It retains the original wood-burning stove that has been central to the building for generations, alongside historic wooden shelving and period counters. The store still stocks traditional items like kerosene lamps, nostalgic candies, and bologna, preserving the sensory experience of a 1920s mercantiler.

In this column are those sought-after items of desire that seem to be elusive. If you know where any of these items can be acquired or if you have one available, please click the link to reply directly to the seeker. To place a listing in this column, plefkov@gmail.com. There is no fee for AAAA members. Up to three listings per member are permitted.

Bismoline powder tins (before pink/blue container) or any advertisement of Bismoline. Anything antique Lancaster, Pennsylvania. Contact: Marie Emerick, 717-284-4511 leave message or marieemerick38@gmail.com 

Yellow wood Jersey Coffee Bin and other unusual brands wood coffee bins wanted by longtime collector. Please contact Andy Kmiec amkmiec@mail.com

Wood Veterinary painted and stenciled stock food bins wanted. Colonial, Wilbur's, Rochester, Vick's, Stillwagons & other examples. Please contact Andy Kmiec amkmiec@mail.com

Brother Jonathan, yellow Pastime Tobacco and other unusual large tobacco bins wanted. Please contact Andy Kmiec amkmiec@mail.com

Clover Farm Stores (Cleveland, OH headquarters). General store grocery and hardware items, any advertising, displays, signs, tins, boxes, pictures, etc. Anything related to Clover Farm Stores. Dave and Sally Coates, 765-586-9834, dbsjcoat@gmail.com

Early Mr. Peanut/Planters Peanut memorabilia. The older and rarer the better! Please contact at jcamelleri@gmail.com or 864-327-6485. 

Santa Claus bar soap. Call 602 689-7779 or send email to goodfinds31@yahoo.com

"You Pay" Spinners Wanted. Colorful, early, tin litho only. Also known as "Who Pays" Spinners, "Your Turn" Spinners, etc. Used in drinking establishments to determine who pays for the next round. Please contact plefkov@gmail.com.

In search of Raven's Horse, Cattle & Poultry Food poster. Last sold Showtime Auction, April 2013. Dimensions: 13 1/2 x 21 1/2. Motivated buyer. Please call Ken Opengart at 256-520-5211 or email at kenopengart@gmail.com. To see a photo of the poster, click here.

US cigarette boxes, packs and wrappers from 1870-1935 wanted. Please text or email any you might have available for sale. Jon Canfield, joncanfield@gmail.com, 917-841-0275.

Pre-1885 advertising items related to barbed wire and farm fences. I am interested in primary material. Let me know if you have any items including illustrated catalogs, wire company published newspapers, illustrated postal covers and letterheads, flyers, signs, salesman samples, patent models or anything else related to my specific wants. Larry W. Love, wirefence@att.net, 214-497-6787.

Bulldog tobacco oval-top tin. Convention Hall coffee tin (Ridenour-Baker Kansas City) green version. Big Horn 1 lb or 3 lb coffee tin.  Tuxedo tobacco sample pocket tin (top condition). scross1@cox.net.

Philip Morris Tin & Porcelain Advertising Signs, thermometers, door push signs. Excellent to mint condition preferred. Daryl Crawford (804) 721-7294 or email drc4@msn.com

Justrite Pet Foods. The Justrite Company General Office was located in Milwaukee WI. A National Account. Advertising, displays, signs, tins, boxes all with logo on it. Most would come from the 1930s through 1950s. Thanks for the help… Gordon Addington. To reply, click here.

Old Topper Brewery Calendar of the late 1940s featuring a pin up artist nude in large format wanted. Always seeking any Rochester Brewery memorabilia. John DeVolder 585-697-4047 or jcdvette@yahoo.com.

"Jenny" Genesee Brewing Company's girl of the 1950s. Seeking cardboard point of sale-and other items that feature Jenny, who had a ten-year run from 1953 to 1963. Also interested in any cardboard point of sale items from the 1930s through the 1950s from any of the Rochester Breweries. John DeVolder 585-697-4047 or jcdvette@yahoo.com.

Coca-Cola 24" button porcelain sign with bottle in center. Want several in as close to mint condition as possible. Call 336-970-9867.

Books on Oil & Gas Collectibles. Also looking for books on signs. Call 336-970-9867.

Yellow Kid wanted: 50 year collector looking for the unusual. Reply to: yellowkid@tds.net.

Pedal Cars: Photos, postcards, calendars, catalogs and advertising related to pedal cars. To reply, click here.

Beer cans, soda cans, beer and soda tin-over-cardboard signs, cork-backed bottle caps, key-wind coffee cans, quart oil cans. Please email Jeff Lebo at jefflebo@aol.com.

Pedal car related items. To reply, click here.

Matchbook holders. To know what these are, see my articles in Checkerboard

for Nov. 2020 and May 2021. I will consider all items, in any material from plastic to gold, and not necessarily with advertising. Email Andy at matchbookholder@yahoo.com.

Cigarette Packs. Advanced collector looking to purchase vintage packs. Please contact Dheeraj by email: DHEERAJ.KHIYTANI@GMAIL.COM.

Donald Duck Goyer Coffee Cans; One pound can & 3 oz sample size in good condition with lids. Please send email with photos & prices to Jessica_l_Upton@yahoo.com.

Morimura Brothers (Japanese import company operating in NYC from 1880-1941) advertising items wanted: trade cards, pamphlets, catalog pages, salesman sample pages, porcelain items with advertising. To reply email at victdelit@aol.com.

DeLaval Items and Farm Advertising Signs. Always looking for top quality and unique items. Contact Gregg Hillyer at hogs2gregg@aol.com.

Antique advertising pertaining to country store or drug store products or places. Especially those showing women or girls with the product or location shown. I would consider any  antique advertising (paper, cardboard & metal signs). Quality a plus! Dale Peterson at cpeters2@sbcglobal.net.

Unusual one pound peanut butter tins. Tin litho or paper label. To reply, click here.

Marshmallow Tins. Smaller than 5 Pound Size. To reply, click here.

American Cookie, Biscuit and Cracker Tins and Boxes. To reply, click here. 

Banjo related advertising wanted Pre-1940s. Long time collector buying banjo company signage, catalogs, billheads, periodicals, minstrel banjo items such as posters, broadsides, sheet music (pre-1870s) with illustrated banjo covers, early photographs showing banjo players (pre-1915). My main collecting interest is in 19th century material. To reply, click here.

"Antique American Medicine Bottles" by M. Knapp... soft cover book with price guide. Printed in 2012. Cemartinjr@comcast.net or 781-248-8620. Also, see my other want ad for Clarke’s ephemera and bottles.

Looking for 3 Vintage Tins. American Eagle "Oriental Mixture" tobacco (dimensions approx. 6.5" long, 2.75" wide, 1.5" tall); 1 Gal. Indian Head Hydraulic Brake Fluid; and Packham´s Caramel Toffee. Any offer is welcome and any condition considered. To reply, click here.

Morton Salt, older items, and also Pacific Coast Borax, especially a crate or box. Email pego1950@hotmail.com or call Peggy Dailey 612-522-9211.

Comic Book-Related Advertising Items: Must be from before 1980. To reply, click here.

Clarke’s Vegetable Sherry Wine Bitters, Sharon, MA & Rockland, ME: All sizes, variants, smooth/pontil base. Especially need labeled Clarke’s any size! Also, any Clarke’s ephemera…trade cards, almanacs, newspaper ads, etc. Charlie Martin Jr., 781-248-8620. Email: cemartinjr@comcast.net.

George Petty: Advanced collector looking for unique or rare items. Photo’s, store displays and non paper items. NO Esquire pages. Pete Perrault. To reply, click here or call (502) 290-7661.

Stock food, poultry food, veterinary advertising wanted. Posters, medicine packages, give-aways. Email kenopengart@gmail.com or call (256) 520-5211.

Singer Sewhandy Model 20. Green-regular paint, not hammertone. To reply, click here.

National Biscuit Company, Nabisco, Uneeda Biscuit, Uneeda Bakers, Muth Bakery, NBC Bread toys, signage, tins, containers, displays, historical items. Please Email jbarney@ameritech.net or call (937) 205-2232.

Early Cigarette Rolling Papers: Pre-1940s - American, Zig Zag, Braunstein Freres, Bambino, and Ottoman papers wanted. To reply, click here.

Antique/Collectible Banking and Financial System "Giveaway" and advertising items. Specifically from Pennsylvania. Alarm devices and such. To reply, click here.

VITAMINS advertising, displays, signs, bottles, and anything related: Hadacol is an example. Most would come from the 1930s thru the 1970s. Also anything related to cod-liver oil and WEIGHT-LOSS, REDUCING, ANTI-FAT, and OBESITY ITEMS. To reply, click here.

Dwinell-Wright Co. Royal Ground Spice Cardboard Spice Boxes. One side displays horizontally. Approximately 3.75" by 2.25". Any type of spice is OK. To reply, click here.

ENSIGN Perfect and ENSIGN Perfection vertical pocket tobacco tins to enhance my collection. Feel free to contact me at 614-888-4619 or k8pyd@breezelineohio.net to see if you can help fill the voids.

Edmands Coffee Company, Edmands Tea Company, 1776 Coffee, American Beauty Tea, Japan Tea, Devonshire Tea, (imported by Edmands, Boston/Chicago): Any items such as tins, signs, paper, or anything else related to the Edmands family of companies in Boston is desired. To reply, click here.

The AAAA Checkerboard is a monthly e-newsletter that is made available to all AAAA members at no cost. The mission of the Checkerboard is to increase knowledge about antique and collectible advertising among AAAA members. The Checkerboard also provides news and updates about AAAA. It is produced each month with the exception of the four months per year when the award-winning PastTimes print newsletter is published. Paul Lefkovitz (plefkov@gmail.com) serves as AAAA Publications Editor. Jack Dixey, Dheeraj Khiytani, and Alice Muncaster serve as Associate Publications Editors. Copyright 2026, Antique Advertising Association of America.