Hopalong Cassidy Lunch Box
I mentioned before how one of the earliest tin lunch boxes was created in 1935 by Geuder, Paeschke and Frey and featured an image of Mickey Mouse. This was, in effect, one of the earliest meetings between utility, popular culture and technology. The utility was the fact that you could carry your food around in it; the popular culture was Mickey himself and the technology was the technical process of lithography.
The trend of applying popular images to lunch boxes using this technique didn’t really enter its prime until 1950 when the Nashville-based company Aladdin employed a top class industrial designer to create what became the famous Hopalong Cassidy lunch box. Priced at a (very reasonable!) $2.39, Aladdin sold over 600,000 units during the first 12 months after the launch of the product.
This was a massive boost for the company which had previously seen sales of only 50,000 per year. Production of the Hopalong Cassidy lunchbox continued for a number of years and today they have become collectors items fetching anything up to $1,000. If you search around the web on sites such as eBay you’ll find a few for sale. For some reason the majority seem to be from 1954. I’ve no idea why this is but if you know I’d really appreciate if you’d post in the comments section below and enlighten me!
During this time and the following decades the metal lithography process itself gained immense popularity not only in the manufacture of metal lunch boxes but also in other fields of contemporary culture and the marketing of consumer products. Canned foods featured many different designs and metal picnic baskets were printed with images of woven basket reeds or plaid textiles. These designs even got copied by artists and in 1962 American artist Andy Warhol used a semi-mechanized silkscreen process on canvas to produce his famous “Campbell’s Soup Cans”.
Whilst lithography has been used extensively by artists during the 20th century, for commercial manufacturers it was merely a technique used to increase the popularity of their goods – and therefore their sales – by imprinting already well known TV and movie characters onto their products.
In this article I originally intended to go into more of the history of lithography and the actual technology behind it. However, after some initial research I decided it was better not to venture there and simply point those of you who are interested in the direction of Wikipedia which has an excellent and extensive article on the subject.