Posts tagged ‘stern and saalberg’

Another Tootsie Girl

Here at Candy Professor, we’re on the elusive trail of “Tootsie.”

The official Tootsie Roll story is that candy inventor Leo Hirschfeld named the chewy chocolate bite after his little daughter Clara, nickname “Tootsie.”

As I discussed in the previous post, a little girl called “Tattling Tootsie” was used to promote an earlier Stern & Saalberg product, Bromangleon dessert powder (which was also a Hirschfeld invention). But Tattling Tootsie doesn’t seem to have been used to promote Tootsie Rolls.

But here’s an intriguing image, courtesy of John and Stephanie Cook, who found this advertising card used as the backing for an old print:

Is this Tootsie? The verse doesn’t seem to suggest a name; here’s a best guess reconstruction suggested by the Cooks:

Why has the hungry [little girl] begun her lunch so [soon?]

Because you cannot [make her wait] for Tootsie Rolls [till noon.]

I don’t know what Clara Hirschfeld looked like. But this Tootsie Roll tyke in no way resembles Tattling Tootsie used in the Bromangelon ads.

The Bromangelon Tootsie is from around 1907. As for the Tootsie Roll girl, there are several clues that help date this ad. The wrapper in the image was introduced in 1913. The earlier wrapper said “Chocolate Tootsie Roll”, the new wrapper and packaging introduced in 1913 added “Chocolate Candy Tootsie Roll.” I do know that in 1919 the wrapper looked totally different, but it is most likely that by 1917 at the latest Tootsie Roll was not using this style wrapper. So I would put this placard as being before WWI, but no older than 1913.

I think these two little Tootsie girls tell us more about changing images of girl-hood and advertising than they do about Clara Hirschfeld. The earlier Tattling Tootsie is explicitly connected with the home. Her outfit and pose are unambiguously feminine. She is prim and proper: her dress and hair are neat and controlled. Bromangelon was marketed to housewives as a convenience food, so perhaps the neat and prim little girl also suggests the successful mother who keeps her child looking so well-tended.

But the later Tootsie Roll girl seems more mischievous.  The bow in her hair assures us she is a girl, but her drooping socks and ambiguous clothes suggest more outdoors and active adventure. Her school books locate her outside the home, away from parents and parental controls. And this girl is a little naughty: she won’t wait to eat her Tootsie Roll. This ad may have been aimed as much at children as at adults; in this period, it would not have been uncommon for a child to purchase such candy on her own, much as suggested in this ad.

By the way, I believe the artist has taken some liberty in drawing the Tootsie Roll candy to monstrous scale for visual effect. The tube in the girl’s hand seems to be immense, bigger even than her school books. But actual Tootsie Roll candy as you would have found it for sale in this period was probably more like 3-4 inches long.

Thanks to John and Stephanie Cook for their permission to share this image and for their enthusiasm for candy sleuthing.

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January 25, 2011 at 11:10 am 1 comment

Tootsie Roll: Penny Candy That’s Not

Here’s an ad for Tootsie Rolls that ran in February and March 1910:

Chocolate Tootsie Rolls are “a hit with all.” And just whom do we mean by “all”? Let’s see. We have the lady at leisure with a book in one hand and a Tootsie in the other. Or for the working woman, a Tootsie chew at the typewriter. Tootsie is for the sporting types as well, as we see Lady offering a morsel to a burly line backer. At home, Mama might offer a bite to her sweet one. Look, there’s Junior, snacking on a Tootsie on his way home from school. And even Officer Nightstick enjoys his Tootsie. Men and women, young and old, leisured and working, at play, school, home or office: everybody eats Tootsie Rolls.

Tootsie Rolls is up to something interesting in this ad. They are selling a piece of candy at the price of one cent: penny candy. But “penny candy” is cheap, in price and quality, and considered suitable only for children. And the penny candy market is the very bottom. If you want a big piece of the candy pie, you need to sell up.

Stern & Saalberg, the makers of the Chocolate Tootsie Roll, had a couple of ideas. First was the packaging. Whether Tootsie Rolls were the first penny candy to be wrapped in paper is impossible to say. Paper wrapping machines were common by 1908, the year Tootsie Rolls were first marketed, and other candies large and small were sold wrapped. But the wrapper on the Tootsie Roll is distinctive, the shape is distinctive, and the display of all those Rolls lined up in their case is quite eye catching. And while “penny candy” was usually brightly colored to catch the child’s eye, Tootsie Roll was wrapped in more “sophisticated” tones of gold and chocolate brown.

The power of syllogism also came in hand for making the Tootsie Roll stand out in the penny field. The copy on this ad reads: “Retailed at one cent each but no more to be classed with the ordinary run of Penny Goods than a Plate of Ice Cream with a Snowball.” Put on your SAT hats: Snowball is to Ice Cream as Penny Good is to Tootsie Roll. Tootsie Roll comes out way ahead in this game of logic.

It wasn’t long, though, before the obvious solution presented itself. In April 1910, a new ad appeared proclaiming “We HAD to pack them in 5 and 10c. packages–everybody asked us to–so here they are, the neatest style and biggest value ever put into a 5 or 10c package.” :

Of course, that didn’t mean that you were getting a special deal. As you can see in this re-design of the package in 1913, a 5 cent box gives you 5 one cent candies, and likewise for 10 cents. But you do get a nice box to go with it.

Sources: Stern & Saalberg ads for Tootsie Rolls from Confectioners Journal (1910); 1913 packaging illustrated in International Confectioner (1913)

February 19, 2010 at 8:24 am 3 comments


Candy: A Century of Panic and Pleasure

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