Charting the Course of Celluloid Bookmarks

IFOB Publication No. 8 - October 20, 2020
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Charting the Course of Celluloid Bookmarks
by Laine Farley with contributions by L. Stewart Barr

This article on celluloid bookmarks made primarily by U.S. companies is 80 pages long with 350 illustrations, and is offered for download as a .pdf file. (41.6 MB). The Table of Contents indicates what is covered.

Preface............................................................................................................................... 2
A note about images................................................................................................ 2
Introduction.................................................................................................................... .3
Origins of Celluloid.................................................................................................... 3
Chronology of Manufacturers of Celluloid Bookmarks............... ..4
Sales Samples..........................................................................................................4
Two Important Manufacturers........................................................................... 5
Baldwin and Gleason – Pioneers............................................................. .5
Whitehead & Hoag – Prolific Producers.............................................. 8
Dating Whitehead & Hoag Bookmarks......................................... 9
About hearts.................................................................................................... 10
Whitehead & Hoag Designs................................................................. 15
Whitehead & Hoag Sponsored Series......................................... 22
Scarce and Unique Whitehead & Hoag Designs..................36
Whitehead & Hoag Sales Samples..................................................47
Other Manufacturers............................................................................................... 50
Charles Galle.......................................................................................................... 50
Baltimore Badge and Novelty Company.......................................... 51
F. F. Pulver Company..........................................................................................51
Bastian Brothers Company.......................................................................... 54
The Meek Company......................................................................................... .56
American Art Works......................................................................................... .57
J.B. Carroll Company....................................................................................... ..60
Cruver Manufacture Company................................................................ ..61
Brown & Bigelow Company..........................................................................63
Parisian Novelty Company......................................................................... ..63
Ehrman Manufacturing Company........................................................ ..65
Jobbers and Religious Publishers....................................................... ...66
David C. Cook Publishing.................................................................... ...66
Allan Sutherland............................................................................................70
Westminster Press................................................................................... ...72
Other Miscellaneous Manufacturers................................................ ...77
N J Aluminum (corrected from H J Aluminum)......................77
A. J. Keil............................................................................................................. ...77
Smith d’Entremont & Co., Ltd........................................................... ..78
Conclusion................................................................................................................... ..80

Whitehead & Hoag pointing finger sales sample

Note: When examples or new information are found, they will be added here until a new, updated version can be created. These additions are listed in order of the page numbers they reference. Preference is given to new designs although some different examples of existing designs are included. Click on small images for larger examples. Please send any comments or examples you may find! Update: Many new examples have been found, exceeding capacity to update them here. Do continue to send new information which is tracked for inclusion in a new edition. Last update: 18 November 2024

Pine boughs by Baldwin & Gleason for Schilling, 1886

Baldwin & Gleason oblong for Schilling is a new design that can be added to their list on p. 5-7. This design of pine boughs above an oblong page flap appears to be painted rather than printed. It has a clear patent date of 1886 although no such patent has yet been located.

Added 4 March 2021

Whitehead & Hoag heart for Coca-Cola, p. 10, fig. 14-16: Another heart for 1896 was discovered, Was it part of the same series of opera stars from 1897-1900? It is presumably by W&H but is not marked. A nice photo of the four framed together suggests they were part of the same series, but the 1897 version has not been found although Barr mentioned it (note dates for fig. 14, 1900; fig. 15, 1899; fig. 16, 1898). Also there are two versions of the 1896, one with text on the front and a blank back and the other with text on one side and the woman on the other.

Added 20 November 2020

1896 Whitehead & Hoag Coca-Cola heart with blank back

1896 Whitehead & Hoag Coca-Cola heart, front of two-sided version

1896 Whitehead & Hoag Coca-Cola heart, back of two-sided version

Bastian heart for Cunningham Pianos, p. 12: Adding to the makers of the heart with forget-me-nots is a Bastian version similar to the to the American Art Works design, fig. 24, but with a different piano on the back. For completeness, here is the Meek heart for Cunningham Pianos that is identical to the American Art Works design, also mentioned on p. 12.

Added 13 November 2020

Cunningham Pianos heart by Bastian

Cunningham Pianos heart by Bastian, back

Cunningham Pianos heart by Meek

Cunningham Pianos heart by Meek, back

Meek heart for Morrell's p. 12. Fig. 26 shows the same design by Whitehead & Hoag, yet another example of the two companies using the same design for the same company.

Added 17 November 2020

Unmarked heart for A. H. Peloubet, New York, advertising Royal Mocha Coffee: another interesting example of a heart with no maker's name to add to the group on p. 13, fig. 28-31. Peloubet was advertising their Royal Mocha Coffee as early as 1895.

Added 21 November 2020

Reading owl with no shaft for Coca-Cola by Whitehead & Hoag

Whitehead & Hoag reading owl for Coca-Cola: p. 16-17, fig. 38-40, mentioned as example with no shaft but not illustrated; also mentioned on p. 22 as part of sponsored series by Coca-Cola.

Note that there is also a good paper facsimile of this design with text on the back giving the original size and date, but not the maker, even though it is clearly marked.

Added 13 November 2020

Reading owl with no shaft for Coca-Cola by Whitehead & Hoag - back.

Paper card of reading owl for Coca-Cola, 1994

Reverse of paper card of reading owl for Coca-Cola, 1994

Brown owl for Utopian by F. F. Pulver

F. F. Pulver brown owl for Utopian, p. 17, fig. 43: Thanks to member Sylvia Bunting, a better example confirms that this version was made by Pulver rather than W&H.

Added 20 February 2021

Whitehead & Hoag poppy for the Los Angeles Times, p. 19, fig. 59-60: A news article dates this bookmark issued for the National Educational Association Convention to 1899. Added 21 February 2021

Whitehead & Hoag tombstone for the New England Company, p. 20, fig. 61: there is an ad for this bookmark which provides a date of 1915. It should also be noted that this is the same "Priscilla, the maid of New England" featured on another very different design on p. 44, fig. 188. Added 21 February 2021.

Globe on a pedestal design for Omega Watches by Whitehead & Hoag

Whitehead & Hoag globe on a pedestal for Omega, p. 20, fig. 63: a better illustration found as well as an image of the back side.

Added 25 January 2021

Globe on a pedestal design for Omega Watches by Whitehead & Hoag; reverse shows page flap

Holly design for Kodak by Whitehead & Hoag

Whitehead & Hoag holly for Kodak: two more examples of this scarce design were found. The article states that the only known version was from the Hoskins series. p. 21, fig. 70 and p. 32-33, fig. 140. The Kodak example was overlooked from a group auction. A third example with a verse from Luke II was also found. Could it have been produced for one of the religious publishers, such as David Cook?

Added 15 November 2020

Holly with verse from Luke II by Whitehead & Hoag

Holly with verse from Luke II by Whitehead & Hoag - back showing heart page flap

Whitehead & Hoag pansy for Libby's at the Pan American Exposition, 1901. p. 22, fig. 72. This design variant features the addition of a stem appearing to poke through the shaft on the left side. It is otherwise identical to the original W&H pansy except there is no maker's mark (left).

A paper example of the same design with the stem was also made (right). It is often difficult to tell the difference in photos, although the paper copy will sometimes have slight bends or edge marks.

Added 17 November 2020

Libby's pansy with a stem for Pan American Exposition; no maker.

Libby's pansy with a stem for Pan American Exposition; no maker. - back

Libby's pansy with a stem for Pan American Exposition; no maker - paper version.

Libby's pansy with a stem for Pan American Exposition; no maker - paper version. - back

An aluminum variant of the W&H red rose for the Pan American expostion.

Whitehead & Hoag red rose at the Pan American Exposition, 1901. p. 22, fig. 73. This aluminum variant with no maker name was clearly inspired by the W&H version, but almost every element is slightly different: the shape and color of the rose and leaves, the illusion of folded back edges where the rose pokes through and the look of the bottom of the stem. Yet is it interesting to see that the design was appealing enough to inspire an imitator, even in a different material. Added 20 February 2021

Carnation Lewis & Clark Exposition by Meek

Meek carnation for Carnation, Lewis & Clark Exposition, 1905. p. 23, fig. 78. An undamaged example was located and Meek was confirmed as the maker in very tiny letters below the right side of the can.

Hammond carnation, Beatitudes: Another carnation appeared with a new religious publisher. Note that this design is different from Meek's as well as the versions used by Whitehead & Hoag, Pulver (p. 52, fig. 221), and Ehrman (p. 65, fig. 280). The design is flipped and does not have the illusion of the stem poking through the shaft; the page flap is also different from the other versions.

Added 13 November 2020

Beatitudes carnation by Hammond Publishing Co.

Whitehead & Hoag celery for Chas. H. Kuehne Commission, p. 36, after fig. 159: A unique design reflecting the business of a produce merchant and similar to celery design in ad from 1902. Added 22 April 2021.

Fruit Trade Journal and Produce Record, v. 27, 31 May 1902, p. 16

Whitehead & Hoag milk bottle for St. Louis Diary p. 37, after fig. 173: Another bottle shape for a unique design reflecting the business. Added 22 April 2021

Whitehead & Hoag pointing hand for John Lucas & Co., p. 40, after fig. 173: A new design with two variations for the pointing hand idea. Note the different fingernail details. The one on the right has a calendar for 1906. Added 7 July 2021

The lad for A. S. Cameron by Whitehead & Hoag

Whitehead & Hoag acorn for A. S. Cameron Steam Pump Works, p. 42, fig. 176: A much better image of this delightful companion to the Cameron lass was discovered, showing the detail of the design.

Added 9 February 2021

Detail of the lad for A. S. Cameron by Whitehead & Hoag

Whitehead & Hoag pointing dog, p. 44, after fig. 186: A unique design, perhaps a sales sample, with a pun. Added 7 July 2021

Another example appropriate for the product, Setter Brand Oranges and Lemons, marked Whitehead & Hoag. Added 20 October 2021

Whitehead & Hoag shield design for Royal Insurance Company

Whitehead & Hoag shield for Royal Insurance Company, New York: This apparently unique design could be added on p. 45 after fig. 189-190 for Metropolitan Life Insurance. It is very different in shape and colors from the RWB shield cited on p. 13, fig. 32 and p. 32-33, fig. 143.

Added 21 November 2020

Whitehead & Hoag can-can girl showing moveable leg

Whitehead & Hoag can-can girl: Another unique design could be added on p. 46 after fig. 197. Her leg was meant to be moveable but was never attached according to the seller. It's possible she wasn't a bookmark since there is no advertising, but she is the right size and could have been a sample that was never used.

Added 9 February 2021

Whitehead & Hoag can-can girl

Whitehead & Hoag sales sample of two birds.

Whitehead & Hoag two birds sales sample provides a clearer image and a slight variation of the one on p. 47, fig. 201. . This version has a copyright statement of 1903 curved around a leaf below the larger bird.

Whitehead & Hoag red rose sales sample adds a different but more common red rose to the one on p. 48, fig. 204. It has a different tag line of "Makers of Low Price Advertising Novelties with Merit", a variation on the phrase "High Grade Advertising Novelties with Merit" found on the carnation example, p. 47, fig. 204 for the London office

Added 5 December 2020

Whitehead & Hoag sales sample of red rose.

Whitehead & Hoag salmon sales sample

Whitehead & Hoag salmon adds a new sales sample to the section on p. 47-49 which has a corresponding advertising example on p. 444, fig. 185.

Added 13 March 2021

Whitehead & Hoag salmon sales sample back

Baltimore Badge & Novelty heart adds a new example for Doty's Candies to their section on p. 51, and a mention in the section on hearts.

Added 5 January 2022

F. F. Pulver butterfly for Fairchild Bros. & Foster, p. 52, fig. 219: This is a scarce advertising example of the same design as the sales sample in fig. 219. Dated to commemorate a 1904 anniversary, it is in the first year or two of Pulver's output.

Added 20 February 2021

Bastian Brothers circle for Stollwerck is a new design that can be added to their list on p. 54-56. It is very simple compared to their other die cut designs. The other new design of a man on a camel for Antioch Temple is quite at the other end of the spectrum with a unique and whimsical die cut. It also has a copyright date of 1905 but was made for a 1914 event.

Added 29 January 2021

Bastian Brothers for Stollwerck

Bastian Brother camel die cut for Antioch Temple

Bastian Brothers camel die cut back.

Yet another new design by Bastian for Texaco is rather commonly seen and was inadvertently omitted. It has a simple oblong shape and was perhaps attached to a touring book at one time. Courtesy of Randy Whiteman. Roger Howson found an auction that shows the bookmark attached to the original Automobile Blue Book for 1917. Added 14 March 2021; updated 22 April 2021

Bastian Brothers for Texaco

Meek Company poppy for Waterloo Gasoline Engine Company

Meek Company poppy for Waterloo Gasoline Engine Company is a new design that can be added to their list on p. 56-57. It is identical to the red poppy from Bastian Brothers, fig. 237, p. 55. There is a reference to an unlabeled version of the red poppy with the Lord's Prayer, fig. 302, p. 68, that says it resembles a similar die-cut but with artwork of red and yellow roses by Meek. With the discovery of the same poppy artwork, this unlabeled version could have been made by either Meek or Bastian Brothers.

Added 25 January 2021

American Art Works crown for Empire Tires, is a new design that can be added to their list on p. 58 after fig. 249. Note the shaft seems to be an AAW signature shape. Added 7 July 2021

Pond lily for Pilsener by American Art Works

American Art Works pond lily for Pilsener, is a new design that can be added to their list on p. 57-60. This lily is different from the one by David Cook, p. 21, fig. 68 and the one by Sutherland, p. 71, fig. 321 and Westminster, p. 72, fig. 327.

Added 13 November 2020

Pond lily for Pilsener by American Art Works - back

W&H red birds for Standard Publishing

Whitehead & Hoag red birds with Search the Scriptures for Standard Publishing: This unique design introduces a new religious publisher, which was actually acquired by David C. Cook in 2015. It is presumably by Whitehead & Hoag due to its similarity to the two bluebirds made for Standard Publishing, listed as another inspiration for Cook (p. 67, after fig. 290). Added 20 October 2021

Whitehead & Hoag blue birds for Standard Publishing: many other examples exist, but this one is marked W&H and adds evidence that the red birds are also by W&H (p 67, after fig. 290) Added 20 October 2021

W&H blue birds for Standard Publishing

Cook's copy of Whitehead & Hoag's pansy with the Beatitudes

David C. Cook pansy with Beatitudes: Another example of using a design by Whitehead & Hoag (p. 9, fig. 12-13; p. 19, fig. 58; p. 22, fig. 71-72; p. 36, fig. 158), this pansy can be added to Cook's list on p. 67. Added 9 February 2021

David C. Cook pansy with Ten Commandments: So far a unique design of pansies, it can be added to Cook's list on p. 70, and the die is similar to Fig. 316-318, p. 72 by Sutherland. Added 20 October 2021

Cook's unique pansy design with Ten Commandments

David C. Cook heart with Acts 20:35: this hear has a different artwork for the garland from other heart examples, although it is difficult to tell if it is the same as the one illustrated in the catalog on p. 69, fig. 303. It has two charming birds at the top and the same greeting on the back.

Added 9 February 2021

Iris with Ten Commandments by Westminster Press

Westminster Press iris with the Ten Commandments: this new design is different from the iris on p. 72, fig. 326, which appears to be plastic. Perhaps this iris is the original design from the ad in fig. 323. Only two of the designs are illustrated in the ad, so it's not possible to be sure, however.

Added 15 November 2020

Iris with Ten Commandments by Westminster Press - back

H. J. Aluminum: A reader pointed out that this company is actually N. J. Aluminum in Newark, NJ. Primarily, they made various aluminum items including match holders. Although there has still been no information located to tie them to the businesses mentioned on the cat-shaped bookmark, p. 77, fig. 338, our reader pointed out an auction for a celluloid sign they made. The cat and the sign indicate they did make some items in celluloid, and perhaps others will surface. Updated 18 November 2024

Tennis racket for Slazenger: this unique design has details to date it between 1902-1906, but no maker. It is possibly by Whitehead & Hoag based on the quality of the art work (p. 79 after fig. 350) Added 20 October 2021.

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