Figure 1.-- Here we see an advertisement for children's shoes. Buster Brown Shoes were one of the best known brand names. One that is still important in the United States. This appeared in Parents Magazine (October, 1940, p. 86). Notice the schoolboy's clothes--peaked cap, striped polo shirt, belted dark shorts, and striped knee socks, plus, of course, the Buster Brown leather shoes. |
Here we see an advertisement for children's shoes. Buster Brown Shoes were one of the best known brand names. One that is still important in the United States. This
appeared in Parents Magazine (October, 1940, p. 86). Notice the schoolboy's clothes--peaked cap, striped polo shirt, belted dark shorts, and striped knee socks, plus, of course, the Buster Brown leather shoes.
Buster Brown Shoes were one of the best known brand names. One that is still important in the United States. It was shoes that are the best known use of the Buster Brown character for marketing. Beginning at the World's Fair in 1904, Buster Brown became a household name in children's footwear. John A. Bush, a sales executive with Brown Shoe Company, came up with the idea that Buster Brown would be a perfect symbol for the compny's line of children's shoes. Brown Shoe Company was named for the company's founder George Warren Brown and not Buster. Bush persuaded the company to purchase the rights to the name from Outcault. The company then introduced Buster Brown Shoes to the public in 1904 during the St. Louis World's Fair. Bush went on to become president of the firm in 1915 and Chairman of the Board in 1948. Bush promoted the brand with national print, radio, outdoor, and eventually television advertising. The company eventually came out with a line of sturdy oxfords for boys. They named the strap shoes that both Buster and Mary Jane wore as "Mary Janes". I am not sure just when they did this. The name stuck with the public and Mary Janes became an American term for strap shoes and a staple in any well-dressed little girl's wardrobe. Today, Buster Brown remains one of the most recognized children's footwear brands, and is featured at mid-tier and department stores across the United States. It was not just Buster Brown shoes that were sold, but related products like socks and stocking supporters. Buster Brown shoes were produced by Frank Maynard. A recent introduction of a new logo and related promotional programs continue Buster Brown's reputation as one of the most famous brands of children's footwear in the United States.
Although now known mostly as a coroprate symbol for a shoe company, Buster Brown was the best known boy character in 20th-Century America. He was also the subject of popular films. Buster was a charmingly mischievous boy, always carefully dressed and with nangs and long blond hair. He was often accompanied by his sister, Mary Jane, as well as his faithful bulldog--Tige. His antics while sometimes naughty were never meam-spirited and always ended with a little motal homily to have a moral influence on the youthful readers of the Sundau comics. Buster gave his name to his trade-mark bangs, collar, and suit. Curiously Mary Jane gave her name to the strap shoes, although both Buster and Mary Jane wore them.
This appeared in Parents Magazine (October, 1940, p. 86). Parents Magazine is the leading family magazine in the United States for parents. It provides practical advise, tips, techniques and advice from America's foremost childcare experts. As originally conceived it was primarily pitched to mothers. This is probably still the case, although men are playing an increasing role in raising
children. We do not yet have details on when the magazine was founded. We note illustrations that look to be dated from the 1920s. We note numerous issues from the 1940s. The nagazine is still being published. Besides the articles with advise on child raising, there were many advertisements of products for children. This
included clothing and patterns for making children's clothing.
This ad is notable for the lack of focus on the shoes. We wonder how effective ads lkike this were.
The children here wear low-cut brown leather oxfords. This was a standard for boys from the 1930s through the 50s. Boys and girls wore similar styles. They were plain, but sturdy shoes. Boys often had sneakers, but did not wear them to school. They were not considered apptopriate even in primary school.
Here we see an advertisement for children's shoes. Notice the schoolboy's clothes--peaked cap, striped polo shirt, belted dark shorts, and striped knee socks, plus, of course, the Buster Brown leather shoes. The text of the ad: "Send them back to school in Buster Brown Shoes Fitted by the New Six-Point Plan. When the School Bells ring this fall, thousands of children will answer
the call with faces scrubbed, hair brushed, and feet all dressed up in new Buster Brown Shoes. If you want to start your child off looking and feeling his best, make his new school shoes smart, sturdy Buster Browns, the shoes with the famous health features growing feet need. Buster Brown Shoes are fitted to scientific accuracy by the new 6-Point Fitting Plan, a tested and proved fitting method that is mothers' complete assurance of correct fit. It checks the foot at all the vital points so that it is given gentle support and plenty of room to flex and grow. If you want to do your best to insure your child's normal foot development look for the Buster Brown store in your city. Brown Shoe Company, St. Louis. Also makers of Buster Brown Official Boy Scout and Official Girl Scout Shoes. $2.50 to $5.50. You can recognize the Buster Brown store by the special display in the window. Buster Brown Shoes for Boys and Girls of All Ages. Your Check List: The 6-Point Fitting Plan suggests rechecking of shoe sizes at regular intervals to be certain that the shoe has
not been outgrown. Mothers are given a check list for permanent record of child's shoe history and foot development. Grown up styles little feet love."
The girl in the ad here wears a standard kind of dress commonmly worn at the time. The boy is dressed in less common clothes. The striped "T"-shirt was quite common as were the shoes. The other items seem less common. The stripped kneesocks in particular seem rather unusual. The peaked cap is also a style we have not commonly seen at school. We see few boys dressed like this in the HBC section on individual American schools. The chronological section shows how children dressed at different scchools in each decade.
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