Victor Hugo’s romantic drama
Hernani debuted in Paris on February 25th 1830, and initiated a
fashion for all things Spanish in France. The Spanish Dons grew the rare and
valuable tobacco plants from the New World on their estates, and took great
pride in offering their guests gifts made from the rolled leaves of the plants,
saying, ”Es de mi cigarral” – ‘It is from my garden’. The diminutive form of
‘little garden’ – ‘cigarro’ - was itself diminished to ‘cigar’, and diminished
further by the French to ‘cigarette’.
The fashion for cigarettes spread first
into France, and later, due to the Crimean War, (when soldiers from other
nations came into contact with each other), across the rest of Europe. British
officers and soldiers brought the habit of taking their tobacco in short paper
tubes back from the war with them, and by the 1850s could buy manufactured cigarettes. The
early paper packets they were sold in were unsatisfactory; the cigarettes dried out quickly and
the tobacco shook out of the paper tubes. Foil inserts went some way to preventing
this, and the addition of cardboard ‘stiffeners’ gave the packets an improved
sturdiness.
In the 1880s, some American manufacturers started to print
advertisements on the stiffeners, and with the aim of causing their customers
to retain these advertisements, more attractive forms evolved. The practice
spread to the UK, and in 1895 W D & H O Will’s issued the first complete
set of cards “Ships and Soldiers”. Other sets, by other firms, followed, and
the cigarette card became collectable. Will’s 1897 set “Kings and Queens” was
the first set to have a printed description of the subject on the reverse side.
During the early 1900s, hundreds of sets were issued by over 300 companies, on
a startling array of subjects – from Cricketers to Clowns, Railway Architecture
to Old Sundials.
Front of card |
Reverse of the same card |
This is my oldest individual card – from Player’s British
Empire series of 1904.
Cigarette
companies also began to sell albums, in which the sets of cards could be kept,
while the collecting of sets encouraged brand loyalty.
Front of an album |
Inside the album, showing how the cards are mounted. |
This set is W D & H
O Will’s English Period Costumes from 1929.
Small boys would scrounge cards
from customers as they came out of tobacconists’ shops, and swap them to make
up full sets, creating a childhood currency of their own. Wartime restrictions
on materials ceased production in 1917, but cards started to be issued again by
1922, and the ‘Golden Age’ of the cigarette card began.
Here are both sets (of
25 cards each) of W D & H O Will’s Cinema Stars (1923).
The sets from this
era, especially those from Will’s and Player’s, were magnificent miniature
encyclopaedias, providing informative illustrated guides to all manner of
subjects in just 50 small cards.
This is the 1923 set of Gardening Hints by W D
& H O Will’s.
Corporal Hitler’s Unpleasantness stopped production again in
the 1940s, and the high costs of post-war production prevented the widespread
resurgence of cards, although trade cards – in tea, cereal 0r chewing gum
packets, for instance - became popular.
The sheer volume of cards that were
issued means that full sets from the 1930s and 40s can still be bought for a
few pounds, although rarer sets (and individual cards) can cost hundreds or
thousands of pounds – the world record is over one and a half million pounds
for a single baseball card.
The Do You Know? set from 1924, by W D & H O
Will’s.
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