Product Advertising Trademarks Offer Clues for Dating

For many years companies have modernized their trademarks to look up-to-date. The Morton’s Salt Girl, Aunt Jemima on the pancake mix, Uncle Ben selling rice, Hires Root Beer, Land O’ Lakes Indian princess on the butter box, Kellogg’s Snap, Crackle and Pop on cereal boxes, Mr. Peanut, Big Boy standing in front of the restaurant, and many more familiar marks used on brands for years are now being replaced. Collectors of old advertising should take note — these changes will help date the signs and boxes in years to come. Many have already been modernized, and charts showing the picture and the date it was first used can be found on websites such as Kovels.com.