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Page 32 The Antique Shoppe June, 2017
Advertising Collectibles—

BUSTER BROWN & MARY JANE

by Roy Nuhn

“Meet me in St. Louis, Louis; meet with youngsters and their when, on May 4, 1902, his Buster in the public’s favor. But,
me at the fair,” was what America parents than even Frank immortal Buster Brown for a while, Buster was a rollicking
as singing that year. It was 1904 Merriwell. first appeared on the sensation and his fame spread
and the city that had long been the The highly pages of the New rapidly nationwide. For many
gateway to the West was playing host successful York Herald. decades afterward, though, he
to the country - and to the world - at merchandising Buster, son of remained a cherished character for
the gigantic and fabulous Louisiana of Buster a prosperous many Americans.
Purchase Exposition. and his pals middle class The Buster Brown craze resulted
Over 20 million visitors flocked to was not uptown in a landslide of products bearing
St. Louis during the World’s Fair’s unexpected family, his or Mary Jane’s image.
seven-month run. With the multitudes by Outcault. along with Collectors today eagerly seek
drawn to St. Louis that magical He had sister Mary everything related to Buster, his
summer came hundreds of America’s already Jane and sister, and Tige. The list of treasures
leading businessmen. They were not made a small pet dog sought include clothing, various food
there to taste the world’s first hot dog fortune in Tige, became products (coffee, candy, flour, etc. ),
or to sample the newest food craze, the fast-paced, an overnight posters, silverware, and postcards.
the ice cream cone. They were there to somewhat sordid success and Also toys, banks, and dolls of all types
talk to a very unusual man. world of American earned Outcault a and compositions, as well as whistles,
He was Richard Felton Outcault, advertising with his fortune in job offers and figural clothes buttons, and pencil
America’s most famous comic strip Yellow Kid. The kid, a jug- advertising contracts. boxes.
artist. His “funny paper” heroes, eared urchin had become an overnight Within a couple of decades, Then there are all sorts of books,
The Yellow Kid, Pore Lil Moses, sensation from coast to coast as the however, the strip had run its course the most desirable being the dozen or
and Buster Brown were so well- star of the world’s very first comic and became out-of-date. In 1920, so large-sized editions with colorful
known and beloved that his name had strip, Hogan’s Alley, Buster was the when Outcault retired, the last new cardboard covers, by Leon and
become practically a household word. last - and greatest - achievement of episode appeared. Newer comics, Cupples Co. and Frederick A. Stokes
Accompanied by a life-sized recreation his long and successful cartooning such as the Katzenjammer Kids Co., that, between 1903 and 1917,
of Buster, the country’s current career. The artist was 39 years old by Dirk, replaced the mischievous reprinted the Sunday comic strips.
favorite, Outcault held court in a stall Stokes also printed many original
on the fairgrounds, engaging in endless story books, coloring books, and
rounds of negotiations with these activity books.
captains of industry and commerce. Early in the century, Buster became
A shrewd businessman - indeed his associated with the Brown Shoe Co.
talent in this regard was equal to or (named after its founder, George
exceeded his artistic skills - Outcault Brown, not Buster). This St. Louis
was offering Buster, Mary Jane, and firm dominated the footwear industry
even Tige, to anyone willing to pay and for many decades issued countless
the price. The happy trio, resolutions premiums. Among them, a seemingly
and all, were being sold for use in endless series of heavily illustrated
advertising every product imaginable, booklets - with such titles as “Buster’s
from beer to socks, or as company Book of Instructive Jokes and Jingles”
trademarks. They were also franchised and “Buster Brown’s Book of Travel,
out as merchandise - toys, dolls, “ shoe horns, blotters, dozens of
watches, and countless other products. different pinbacks, comic books
More than 50 companies signed (1940s) and even a kite (in the 1950s).
on the dotted line. As an extra bonus, The craze for Buster Brown grips
Outcault himself drew most of the today’s collectors as much as it did
illustrations and characterizations. folks, back in the early years of the
Buster Brown thus became one of century. The hunt is on for anything
the earliest comic strip characters to about the kid with the Prince Valiant
be extensively commercialized in the haircut, who always made amends for
marketplace. his bad behavior by “resolving” to be
In picking Buster Brown and his better.
comic strip companions for their And to think, it all began a long,
product line or ad campaigns, these long time ago with a boy called Buster
companies chose well. Though Brown, his sister, Mary Jane, and dog
introduced only in 1902, the who answered to the name of Tige.
mischievous and prank-playing, All of this, thanks to an Ohio artist
though well-meaning, youngster by the name of Richard Outcault who
had quickly captured the fancy and brought them to life on the funny
affection of America. He was the new TOP: Advertising mirror, 1910-1915, premium from Brown Shoe Co. pages back when the 20th century was
century’s very first cult hero, and CENTER: Tin Store Sign (1920s); Tin whistle, handout from Buster Brown’s Hosiery (1910); just dawning.
enjoyed greater popularity Buster Brown Cigar tin can with paper label (1920s); Shoe Box (The Brown Shoe Co.), circa
1904-1906.