A Blook Club Feature: Long Life by Exide. The First First-Aid Kit for the Automobile

This is the first post of a Blook Club Feature. If you go to the Blook Club Page of this blog you will see a list of the people who have generously contributed to my collection. You too can be a member of the Club by donating blooks, published references, and scholarly input. I would also welcome your assistance in building the collection through financial contributions, should you be so generous to want to help. Each donated blook will recieve a Blook Club Feature Post. (I also hope to do this retrospecively in order to thank everyone who has contributed to date).

Here is an example of a very interesting object that was given to me by Tom Bodkin. I don't know the circumstances in which he found it but I'm very happy that he did. Upon acquisition, I conducted a bit of research and discovered its surprising historical significance. It is the first first-aid kit produced specifically for the automobile! It's had a hard life and is a little beat up, but fortunately all of its contents and design elements still exist. 

Photograph by Richard Minsky

Photograph by Richard Minsky

The Exide First Aid Case. Long Life by Exide; with a quote by Charles Dickens
Exide Battery Corp.
English, c. 1937
Tin, cloth, gold foil, miscellaneous first aid materials
20.8 x 13.3 x 4.7 cm (8.2 x 5.2 x 1.9 in)

This copy is very water damaged, but one can still see that the binding is covered in brown pebble and morocco grain bookcloths, and it is stamped in gold on the spine with Long Life by Exide. On the front cover there is a Dickens quote: Grief never mended no broken bones and as good people’s wery scarce, make the most on ’em (from Sketches by Boz, 1836).

Here is the text from the original press release describing it. Reference: The World’s Carriers and Carrying Trades’ Review. Vol. XXXIV-No. 397; October 15, 1937. November 4, 1937, p. 110:

“Exide” First Aid Kits.

The Exide Press Luncheon held at the Clarendon Restaurant on October 14^th, was chosen by the Exide Company as the occasion on which to introduce a scheme to meet a motoring necessity which has long been neglected or overlooked.

With road casualty figures increasing annually—it is surprising that the percentage of cars carrying first aid kit could probably be put as low as one in a hundred. Hasty work on a roadside adjustment generally results in skinned knuckles or a cut hand which need immediate attention if dangerous conditions are to be averted, and for these reasons alone the kits are sure of an enthusiastic welcome by motorists.

     
We were impressed by the ingenious adaption of the famous Exide slogan, “Long Life,” printed on the spine of a “book” which opens and reveals the contents neatly and compactly arranged inside.

Distribution of the kits will be directed through the Exide organisation of 600 Service Agents, and it is hoped eventually to reach every motorist by means of the Company’s association with the retail motor trade.

Each kit contains one bottle of iodine, one bottle of smelling salts, one bottle of burn lotion, one bottle of sal volatile, one phial of aspirins, one pair of scissors, one roll of adhesive plaster, one packet of gauze, three rolls of bandage (1 in., 2 ins. and 3 ins.), one packet of cotton wool, one packet of surgeon’s lint, twelve safety pins in a box, one tin of pure white Vaseline, one pair of tweezers; and a scheme is in operation which enables the Company to sell the kits at 3/6 each.

Exide aims at a “first-aid kit for every car,” and they are to be congratulated on their initiative in being the first concern intimately associated with the motoring industry to sponsor a plan which meets an urgent need.

An aside: I can't believe we have to put up with those unattractive plastic first-aid cases, why can't we have bookish first aid kits these days? It will probably show up soon as another Project Page. If you make one, please send a picture.

Whitman's Library Package (and I don't mean Walt)

The book format has been internationally popular as a novelty container for many types of candy since at least the late 20th century and probably earlier. One of my favorites is the Whitman's Library Package. In this ad dated 1922, it is referred to by the unfortunate term 'Oddity'. While there are many book-like candy boxes, not many follow through with the theme, as this one does, by providing a Table of Contents and a publisher's list of other titles. The Whitman's Library Package is bound in paper, printed to emulate a full-leather (goatskin) binding with gold tooling. I don't believe it was issued in other binding variants.  

I look forward to showing you other candy blooks in the future, but while we are on the subject I thought that you might enjoy this excerpt from a post that I found today on a site entitled Candy Professor:

...High-quality candy novelties were much more important in the early days of the candy industry. Success in the candy business hinged on moving quickly to introduce new kinds of candy and new novelties to catch the eye of child or adult shopper. Higher priced candy was often bought as a gift, and clever or eye catching presentations would increase a gift’s value. For children’s candies, the novelty could transform a simple candy into something much more appealing.

These candy dolls from the 1920s were manufactured by Huyler’s, a large confectioner better known for quality chocolates. Although these goods are for children, they would have been sold at higher-priced shops and department stores alongside Huyler’s chocolate goods and similar candies. Each was made by hand. These candy dolls appear primitive to the modern eye, but must have been charming and appealing to a child in the 1920s...

...Here is Simple Simon, fashioned of candy sticks, with his chocolate pies.  The book motif is cleverly carried through from the shape of the box to the hand-written rhyme, with the figures and candies playing out the theme.

In the Simple Simon package, the Huyler’s name is featured prominently. The transformation of candy box into part of a toy novelty assures that the manufacturer’s name stays in the child’s mind. The novelties are not only for children’s delight, but also to build business:

The children of today are the candy buyers of the future. [These novelties] give the manufacturer a chance to get first place in the child’s affections.

Source: Edward T. Tandy, “Place of Novelties in Merchandising,” Confectioners Journal April 1921 (Printers Ink March 1921)

Punny Blooks with a Dusty Theme

I suppose that the last post made me think of blooks with funny titles. Nothing pleases me more when I'm a little down than looking at my blook collection. Those with silly titles crack me up every time. Even thinking about them makes me smile. They aren't valuable antiques, beautiful objects or important historic artifacts, in fact if they were real books, they would fall under the practical how-to, pulp fiction and humor subject categories. They may be humble, but anything that makes us laugh should not be underestimated.

Not So Dusty, by Y. B. Untidy is a diminutive clothing brush in book form, probably for keeping in one's pocket or purse. I don't know if it's American, Canadian or English, or exactly what date it is. It is hand-painted and for some time, I thought it was a unique object, until I saw another one, so it must be the product of a a cottage industry or, perhaps these were commercially available and someone of artistic bent had the idea to add value and resell them. In any case, it's funny, isn't it?

Crime Does Not Pay, by Dusty Evsky is a novelty 'punchline' book from the late 1940s. Humorous, slightly raunchy blooks like these were made in the thousands and sold as souvenirs throughout the U.S. Their purpose was to lift the morale of guys in the armed services.