A Year: Day to Day Men: 30th of April
The Mesh Pouch
April 30, 1952 was the date for the first advertisement of a toy on national television in the United States.
In the early 1940s, Brooklyn-born toy inventor George Lerner came up with the idea of inserting small, pronged body and face parts into fruits and vegetables to create a “funny face man”. Lerner would often take potatoes from his mother’s garden and, using various other fruits and vegetables as facial features, he would make dolls with which his younger sisters could play. The grape-eyed, carrot-nosed, potato-headed dolls became the principal idea behind the plastic toy which would later be manufactured.
In the beginning, Lerner’s toy proved controversial. With World War II and food rationing a recent memory for most Americans, the use of fruits and vegetables to make toys was considered irresponsible and wasteful. After several years of trying to sell the toy, Lerner finally convinced a food company to distribute the plastic parts as premiums in breakfast cereal boxes.
in 1951, Lerner showed the idea to Henry and Merrill Hassenfeld, who conducted a small school supply and toy business called Hassenfeld Brothers which later changed its name to Hasbro, Inc.. Realizing the toy was quite unlike anything in their line, they paid the cereal company to stop production and bought the rights. Lerner was offered an advance of $500 and a 5% royalty on every kit sold. The toy was dubbed “Mr. Potato Head” and went into production.
On April 30, 1952, Mr. Potato Head became the first toy advertised on television. The campaign was also the first to be aimed directly at children; before this, commercials were only targeted at adults, so toy adverts had always been pitched to parents. This commercial revolutionized the field of marketing, and caused an industrial boom. Over one million kits were sold in the first year.
In 1953, Mrs. Potato Head was added, and soon after, Brother Spud and Sister Yam completed the Potato Head family with accessories reflecting the affluence of the fifties that included a car, a boat trailer, a kitchen set, a stroller, and pets called Spud-ettes. Although originally produced as separate plastic parts to be stuck into a real potato or other vegetable, a plastic potato was added to the kit in 1964.