The Master of Marketing

Categories: The Spotlight|Published On: November 1, 2002|Views: 3|

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By Robert Heide & John Gilman

In the new “instant
collectibles” market, Disneyana continues to grow at an astonishing rate –
and it just keeps growing with the release of each animated Disney film. In
recent years, features such as The Lion King, Pocahontas, The Hunchback of
Notre Dame, Hercules, Mulan
and Tarzan have made for a stupendous
amount of tie-in character merchandise running the gamut from band-aids to
crayon sets to toothpaste. Collectors purchase them both as future investments
and simply for the sheer fun and enjoyment of collecting, while at the same
time, limited-edition artwork appeals to collectors who prefer authenticated
items over mass-produced products. Despite the huge influx of recent (and
fantastic) Disney collectibles, however, it is still those standard Golden Age
Mickey, Minnie, Pluto, Horace, Clarabelle and Goofy items that are of most
interest to the advanced collector.

Although Walter Elias Disney was
at the helm of everything concerning the art of animated film during the vintage
years, the man behind the proliferation of Disney merchandise from 1933 – 1949
was primarily a salesman named Herman “Kay” Kamen. In 1932, Kamen was personally
selected by Walt Disney to become the sole and exclusive representative of the
character merchandising division of Walt Disney Enterprises. Walt Disney and his
brother Roy had heard of this super-salesman via Kamen’s national reputation –
that he had a remarkable ability to aggressively promote and sell retail dry
goods, including children’s toys, games, and roller skates, as well as
necessities. To market products, Kamen used all of the sales techniques
available at the time, including print media and radio.

Earning His
Reputation

Kay Kamen, as he was best known, was born Herman Samuel Kamen
in Baltimore, Maryland on January 27, 1892. Kamen’s first advertising accounts
in the ’20s were manufacturers of products featuring characters from Hal Roach’s
Our Gang. Farina, Buckwheat, Pete the Pit Bull, and the rest of the Gang
could be seen on playroom furniture sets, on dishware, as toys, in storybooks,
in Big Little Books, and on back-to-school pencil boxes. Products even included
Spanky Candy and Our Gang Chewing Gum.

Originally based in
Omaha and later in Kansas City, Kamen’s advertising and public
relations/promotions company, in partnership with Streeter Blair, went on to
develop a huge overall sales campaign for retail stores nationwide. The
partners’ venture, called “The Boys Outfitter,” used an extremely effective
sales technique involving both the retailer and the consumer. In a national
campaign, a comic character named Tim, who represented the all-American boy, and
his sidekick dog, Pup, helped sell knickers, suspenders, caps, sweaters, shirts,
socks, jackets, shoes and other haberdashery items.

During the promotion,
kids could sign up and get an Official Tim’s Handbook, which included secret
codes and moral pointers for “good boys and pie-eaters,” with instructions on
how boys could establish pie-eaters clubs in their own neighborhoods. The clubs
also involved Mom, who baked the pies and also went shopping with her son for
his fall, winter, spring and summer outfits-after receiving reminders in the
mail from “The Boys Outfitter.” All of this activity was developed and
masterminded by Kay Kamen, who never let a sales opportunity pass him
by.

A Big Beginning at Disney
The “Tim” campaign ceased when
Kamen was exclusively contracted with Walt Disney Enterprises. Disney and Kamen
drew up an unusual contract in 1933, in what was regarded as the worst year of
the Great Depression. The deal provided that, up to the first $100,000 in
profit, 60 percent went to Disney, with Kamen receiving 40 percent. After the
initial $100,000, the split was 50/50.

One of the first things Kamen did
after signing the original contract was to cancel the George Borgfeldt
Corporation’s exclusive licensing agreement to produce and distribute Disney
character merchandise. He also replaced Disney’s British licensing
representative, William Banks Levy, with his nephew George Kamen, who headed the
British and foreign offices of Kay Kamen Ltd. Both Levy and the Borgfeldt
Corporation, however, continued to produce selectively as Disney licensees.
Meanwhile, Kay Kamen Ltd. forged ahead with new, higher standards of artwork and
design applied to Disney licensed products.

Kamen’s modest headquarters
in New York, at 729 Seventh Avenue, was soon exchanged for posh Art-Deco style
office suites at 1270 Sixth Avenue in Rockefeller Center. In Chicago, Kamen was
at 1171 Merchandise Mart, while the West Coast offices were in the Disney
Studios, at 2719 Hyperion Boulevard in Hollywood. The Kamen organization
included network sales offices to assist licensed manufacturers and
distributors. The company also had a special department for retail store
exploitation and a production department to handle art, advertising, packaging
and promotion. The arms of the Kamen-Disney partnership soon extended to Paris,
Milan, Lisbon, Toronto, and as far away as Australia and South
America.

The financial arrangement struck between Disney and Kamen
(cohorts called them the “Dime-Store Kids”) turned Kamen into a millionaire and
allowed him a private rail car for cross-country business forays. For Disney,
licensing profits soon exceeded the income from the Silly Symphony
and Mickey Mouse cartoons. Walt Disney’s share of the profits were
fed back into the making of animated shorts, which became more artful, winning
Disney and Mickey further accolades and fans throughout the
world.

Selling Mickey and His Pals
All the practical sales
experience Kamen acquired with “Tim” and Our Gang paid off when he
turned to selling Mickey Mouse and his original barnyard pals-Minnie, Pluto,
Horace, Clarabelle and Goofy. Kamen, labeled “The King of Character Merchandise”
by the toy industry, fiercely promoted the Mickey Mouse image in 1933 and
1934.

He then developed specific sales campaigns centered on Donald Duck,
the Big Bad Wolf and the Three Little Pigs, all of whom competed with Mickey for
cartoon stardom during the Depression. In the late ’30s, vast character
merchandise campaigns were also initiated in advance of the release of Snow
White and the Seven Dwarfs
to sell products featuring Snow White, Doc,
Bashful, Sneezy, Happy, Sleepy, Grumpy and Dopey. The Silly
Symphony characters favored by merchandisers and seen on various products
of this era included Elmer the Elephant, Ferdinand the Bull, Funny Little
Bunnies, Toby Tortoise and more. In the 1940s, Disney merchandise featured
Pinocchio, the Fantasia parade of characters, Dumbo, Bambi, Bongo, Jose
Carioca, Panchito the Bantam Chicken and Brer Rabbit.

Kamen produced his
first catalog of Disney merchandise in 1934. Seven other catalogs were issued in
1935, 1936-37, 1938-39, 1940-41, 1947-48 and 1949-50. When copies of these can
be found, they are valuable source books for Disneyana collectors. In fact,
scholars and collectors of Disney merchandise from the 1930s and ’40s have
copied some of these catalogs to use in their research.

Famous Kamen
Deals

One of the most lucrative deals Kamen made was with the
Ingersoll-Waterbury Clock Company of Waterbury, Connecticut. This company was
the first to put Mickey Mouse on watches and clocks, which were then introduced
and featured at the Chicago “Century of Progress” 1933 World’s Fair. These
watches and clocks are among the most sought-after Disney
collectibles.

Another major contract with the toy train manufacturer,
Lionel Corporation of Irvington, New Jersey, produced the famous Mickey Mouse
wind-up handcar. It sold for $1 during the Christmas selling season in 1934.
Both the Ingersoll and Lionel companies were saved from bankruptcy in the
Depression by these Disney products.

Advertising Age, the trade
magazine for the ad business, heralded Kamen’s bread and dairy product
promotional campaigns for reviving the toy industry. Mickey Mouse was the first
to sell loaves of various packaged breads. He was soon followed by characters
from the feature films Snow White and the Seven Dwarfs and
Pinocchio, and by Donald Duck, who would also sell Florida orange and
grapefruit juices.

The War Years
Patriotism on the home front
during World War II meant the consumer industry had to yield to “win-the-war”
munitions production. Kamen, however, always kept busy with those licensees who
had something they could produce and sell in a wartime economy. He also helped
to develop and promote the use of Disney character insignias for various
branches of the armed services and as airplane nose art.

In addition to
Mickey Mouse, characters such as Donald Duck, the Fantasia crew and other
standards from the Disney menagerie, including many new characters never before
seen, marched in to find a place in the war effort. These included insects (the
Seabees), dogs and other variations of Disney comic images. Like Disney, Kamen
also kept a sharp focus on the south-of-the-border “good neighbor policy” during
the war.

The Kamen Era Ends in Tragedy
Unfortunately, the last
great merchandise campaign Kamen instituted was for Cinderella, released
in 1950. Ruth Ivener, vice-president of Kay Kamen Ltd., received Kamen’s last
letter in the New York office. Postmarked October 26, 1949, and mailed from
Paris, it contained a flurry of business details and jokes about Kamen’s fear of
flying, but the tone was upbeat, and generally, Kamen was looking forward to the
future. Tragically, at age 56, Kay Kamen and his beloved wife, Katie, died in an
Air-France crash over the Azores.

The fabulous Kay Kamen era (1933-49) in
Disney merchandising could easily be described as one of the great success
stories of the century. Most of the early merchandise currently collected as
Disneyana is directly linked to the genius of Kay Kamen’s vision, and of course,
that of Walt Disney. Today, while the Disney name is known around the world, the
name of Kay Kamen should also be remembered because of his contribution to the
world of Disneyana. The Kamen-Disney liaison was the very stuff of
dreams.

Editor’s note: Robert Heide & John Gilman are the
authors of many books on collectibles and are widely acknowledged experts in the
realm of Disneyana. Their book, Disneyana: Classic Collectables
1928-1958
, has just come back into print for Disney Editions. Mickey
Mouse: The Evolution, The Legend, The Phenomenon
, another of their works, is
also available. Both are reviewed in our Off The Presses section this
week. The Mickey Mouse Watch: From the Beginning of Time is another of
their highly regarded projects.


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Archives