1951 Wheaties Premiums

[nolemmings]

I know little about these issues, which of course doesn't stop me from giving my two cents. First, there is always the possibility that these premiums were issued over multiple years- 3 or 4 per year. We as collectors are often so adamant about making sure a particular year fits our needs that we are close-minded to the prospect of multiple-year issues.

Second, it is possible that these were issued in 1952. Maybe the idea was hey, if you like the drawings/illustrations on the '51 mini boxes (scarce until a hoard of unused was found in mid-1990s) and '52 regular boxes, you'll love the photos on which some of these were based. The Legendary auction site showing the 11 cards says that there were contract problems with Rosen and Mantle, which could explain why those were issued later than others. Also, the regular '52 cards apparently issued in series running through at least series "L" (see ads below, pulled from current ebay auctions)--maybe one premium was associated with each series of the cereal box cards and they were released at different times throughout the year. Also note that they advertised 60 cards, and L is the 12th letter of the alphabet. Maybe there were 5 cards per series?--I'll let the Wheaties experts chime in on that.

Just food for thought (pun unintended).

[pawpawdiv9]

i was researching ads and photos and found some info worth passing on to those that collect mantle photos:
http://www.sportscollectorsdigest.com/mantle12

and found this site on Wheaties:
http://sportsillustrated.cnn.com/vau...85/5/index.htm
Wheaties' performance peaked in the early '40s. Then World War II caused a temporary wheat shortage. After the war came television and supermarkets and, as a result, newer and jazzier cereals. The costs of commercials started to increase. Wheaties stopped sponsoring sports broadcasts and began relying on athletes' testimonials, which inexplicably lost their effectiveness when they hit the TV screen. Even Jack Armstrong began to lose his appeal, and his switch to the Scientific Bureau of Investigation didn't help. Jack died in 1951.

Wheaties' early TV commercials featured the likes of Ted Williams, Sam Snead, Bob Feller and basketball star Bob Davies, the model for Clair Bee's Chip Hilton. The theme was "What sparks a champion, sparks you," and there was always the reminder that there's a whole kernel of wheat in every Wheaties flake. In another set of early commercials, Mel Allen would say, "One of the things I like to do is talk about Wheaties. The other is to eat them." In 1954 Wheaties signed up the Yankee rookie Mickey Mantle.

But sales continued to dwindle, and General Mills decided to change direction. It made the monumental blunder of pulling Wheaties out of sports. The cereal went from Mickey Mantle to Mickey Mouse in hopes of capturing the children's market. The traditional silhouette of an athlete was replaced on the box by one of a child. Wheaties signed on The Lone Ranger and Wyatt Earp. The result was that while more kids were eating the stuff, many more adults were abandoning the Breakfast of Mouseketeers. In one year, 1956, sales dropped more than 10%. Even the revelation in that May's issue of Confidential magazine that Frank Sinatra was the "Tarzan of the Boudoir" because "he eats Wheaties" didn't help.

I always thought this A2623 newspaper ad premium 1954 Wheaties premium was something of resemblance:

[pawpawdiv9]

Found this photo dating to October 5-7th 1952 from the World Series
http://sports.mearsonlineauctions.co...entoryid=38183

[Frozen in Time]

Originally Posted by pawpawdiv9

Found this photo dating to October 5-7th 1952 from the World Series
http://sports.mearsonlineauctions.co...entoryid=38183

Hi Guys,

Hope you don't mind me invading your thread for a moment. Don't know anything about the '1951" Wheaties series but would like to try to underscore the significance of the dated Type I photo that I posted for Fred in evaluating the date of the photo used for his Wheaties "card".

One of the best forms of documentation for determining the time frame within which a photo was issued includes a vintage, first generation image with a dated byline and photographer's original, period stamping. In this case, 10/6/1952, at Ebbets Field during the WS taken by Yankee photographer Don Wingfield working for The Sporting News at that time.

If you look closely at the other 1952 photo with Reese posted in this thread you will see the same two blemishes - one on Mickey's right cheek, the other slightly below his lower lip on the right side in both photos.

So for what it may be worth, in my opinion, the photo on which the Wheaties "card" is based is absolutely from 1952.

Sorry for the intrusion and good luck with your quest for the final answers on the Wheaties issue.

Cheers,

Craig

[Zach Wheat]

Originally Posted by nolemmings

I know little about these issues, which of course doesn't stop me from giving my two cents. First, there is always the possibility that these premiums were issued over multiple years- 3 or 4 per year. We as collectors are often so adamant about making sure a particular year fits our needs that we are close-minded to the prospect of multiple-year issues.

Second, it is possible that these were issued in 1952. Maybe the idea was hey, if you like the drawings/illustrations on the '51 mini boxes (scarce until a hoard of unused was found in mid-1990s) and '52 regular boxes, you'll love the photos on which some of these were based. The Legendary auction site showing the 11 cards says that there were contract problems with Rosen and Mantle, which could explain why those were issued later than others. Also, the regular '52 cards apparently issued in series running through at least series "L" (see ads below, pulled from current ebay auctions)--maybe one premium was associated with each series of the cereal box cards and they were released at different times throughout the year. Also note that they advertised 60 cards, and L is the 12th letter of the alphabet. Maybe there were 5 cards per series?--I'll let the Wheaties experts chime in on that.

Just food for thought (pun unintended).

Todd,

I don't mean to be pedantic here but the wording Legendary used suggested that the issuer produced the cards prior to actually signing a contract and then after they could not consummate an appropriate contract, halted production, thus the rarity.

Their wording in the auction also seems to suggest they know more than detailed in the auction description as they suggest the images were used in
'51 & '52 Wheaties boxes from the same Wheaties Premium set. The distinction is subtle but suggests the images were lifted out of archives of the issuing company. Other auctions date the emergence of pristine examples "...to the early '90's."


Z Wheat

[Zach Wheat]

There is some great info on the Memorabilia side and I think without their help, we will never solve this issue.

Accordingly, I have asked Leon to combine the two 2 threads....so the answers/responses might be a little jumbled.

Z Wheat

[Leon]

Originally Posted by Zach Wheat

There is some great info on the Memorabilia side and I think without their help, we will never solve this issue.

Accordingly, I have asked Leon to combine the two 2 threads....so the answers/responses might be a little jumbled.

Z Wheat

done

[nolemmings]

I don't mean to be pedantic here but the wording Legendary used suggested that the issuer produced the cards prior to actually signing a contract and then after they could not consummate an appropriate contract, halted production, thus the rarity.

I didn't take it as pedantic and wouldn't care if you were. I somewhat agree with your explanation, although I took the auction description to mean not that they had halted production, but that they completed production and had to delay release pending a signed contract. I say this because I was not aware that the Mantle photo was conspicuously scarcer than the others--I thought they were all scarce "test" issues with only the Cousy, Kramer and Hogan (plus maybe Rizzuto) being tougher. I stand corrected if that's not the case.

Anyway, I wasn't very clear in my last post when I said they may have been issued in 1952. Since we know the Mantle could not have been even printed until October of that year at the very earliest and given the time/process of obtaining rights, etc. it was likely later, it would seem that these premiums could have been issued over multiple years, commencing in either 1951 or, more likely, IMO, beginning in 1952 and stretching into at least 1953.

I am by no means an expert on Wheaties; indeed I don't even collect them except I have four of the 6 unfolded mini-boxes from '51 and 2-3 of the cut cards from 1952. I would hope those who do collect or who are old enough to remember can help here. Seems convenient that the cards were issued in 12 series (or were there more?)--that would line up to a new series being issued each month during 1952. Maybe one premium was associated with each series, as there appear to have been 12 such premiums if you include the Hogan, Kramer and Cousy. Maybe the premiums were to be a redemption promotion that got scrapped. I do not know what evidence there is that these were ever a true "test" issue as is often acclaimed. I have far more questions than answers, but wanted to throw out some ideas.

[MikeGarcia]

.......lower right corner , in the border : '' MOSS PHOTO , N.Y. ''
.......the '' MICKEY MANTLE '' was put on before the final finishing step ; it's inside and under the strong gloss .
..... Neither I nor the seller knew what we were dealing with when I bought it .
...8 x 10 black and white but I had left the scanner setting on '' color photo '' and tweaked the contrast to bring out any details...... NO pinstripes .
.....you guys are awesome .

[Zach Wheat]

Guys,

This side of the board has been too quiet lately and motions have been made to invite Adrian back - with the caveat that he can only post on this board.

I was doing some additional fact checking, etc. and came across information I thought might be useful. The inclusion of Betty Schalow, the lone non-baseball player in the set seemed a little odd and I assumed there must be a connection. It appears that Schalow was a popular skater in the early '50's with the Ice Follies. The Ice Follies was a new ice skating production that toured the US, featuring, in part, a solo skating routine of the single Ms. Schalow. At the time, the Ice Follies were competing for business with the Ice Capades. I came across an auction for one of her Wheaties Premium cards. The auction description indicated that the cards were "salesman's samples" as explained by the seller. The seller of the card, coincidentally, was a salesman from General Mills.

Although information on Schalow was not easy to come by, the Ice Follies annual programs included quite a bit of information on her. She was covered fairly extensively in the newspapers in cities where she performed. An article indicated she was born in St. Paul, MN. Coincidentally, this is close to General Mills headquarters, presumed issuer of the set.

I think this kind of brings us full circle. There seems to be too much evidence affirming the set was issued by General Mills, not only due to the inclusion of Schalow, but that this card was part of a salesman sample of cards for General Mills; further, these cards were either produced over several years or at least some of them post-Oct. 1952. I think more than likely the set was issued later than 1952.


Z Wheat

[Bestdj777]

Originally Posted by Zach Wheat

There is some great info on the Memorabilia side and I think without their help, we will never solve this issue.

Accordingly, I have asked Leon to combine the two 2 threads....so the answers/responses might be a little jumbled.

Z Wheat

Agreed. Their knowledge is insane.