Archive Record

  • Email This Page
  • Send Feedback
Title Book, coloring: The Story of The Wizard of Oz. Cocomalt giveaway, 1939.
Object Name Book, Coloring
Catalog Number 2012.007.0105
Collection Hoboken Manufactured Products Collection
Credit Museum Collections. Gift of a Friend of the Museum.
Scope & Content Cocomalt issue: The Story of The Wizard of Oz. With Pictures to Color. Racine, WI: Whitman Publishing Company, copyright 1939.

Promotional premium issued by Cocomalt (ad inside back cover), 1939. Booklet, 48 pages plus printed cardstock covers, 8-1/2" x 11-3/8" high. Worn and marked by a young child with crayons.

A free promotional coloring book edition issued as a 1939 giveaway, by Cocomalt. There is a full page advertisement for Cocomalt on the inside back cover. Apparently a movie tie-in, as it is termed. The motion picture version was released August 25, 1939, but the cover artwork and character depictions are unrelated to the film design or cast members.

Hoboken nor the maker of Cocomalt, R. B. Davis Co., are stated in the publication, but Cocomalt and Davis were located in Hoboken. The can shown is a dummy can or artist's depiction without usual R.B. Davis Co. and Hoboken, N.J. along the front bottom on the typical distributed cans.

Title page: The Story of The Wizard of Oz. The Famous Book by L. Frank Baum.
Illustrated by Henry E. Vallely.
Based on the original and complete Story of The Wizard of Oz, by L. Frank Baum, published by The Bobbs-Merrill Company, Indianapolis, Indiana. Copyright 1903-1930, Maud G. Baum. Copyright 1939, The Bobbs-Merrill Company.
Whitman Publishing Company, Racine, Wisconsin. Printed in the U.S.A.

The Cocomalt issue is a separate edition from Whitman's regular edition. Similar in many ways including cover art, text and illustrations, but some differences are apparent. A copy of the that issue is present here for comparison and it too has been used by a child with crayons. Some reference images with comparisions are here; also see notes.
Notes Major differences between the two editions:
1. Cocomalt issue is 8-1/2" wide, regular issue, 9-1/8" wide (height of both is same.)
2. Cocomalt cover has lower band stating "With Pictures to Color"; not present on regular issue.
3. Regular issue has publication number, 708, in cover artwork at lower left.
4. Separate settings of type were done for each one: Cocomalt issue uses smaller type (see image with comparison of type sizes).
5. Cocomalt issue is printed on thinner paper and is ca. 3/16" thick versus the regular issue with heavier paper, ca. 3/8" thick.
Date 1939-1939
Year Range from 1939
Year Range to 1939
Search Terms Cocomalt
R.B. Davis Company
Caption front cover, Cocomalt edition
Imagefile 130\20120070105.TIF
Classification Food
Publishing
Play
Advertising
Manufacturing