This is a Canadian candy issue that is categorized as V49 in the American Card Catalog. The set is called ‘Just Kids’ since that is the announcement on the backs. The cards were distributed by Lowney’s Chocolates, a candy company in Montreal, Canada.
These cards were found in Lowney’s ‘Just Kids’ chocolate bars.
Cards feature color images of children in various situations. Most of the cards have a billboard or sign strategically placed in the picture that advertises Lowney’s chocolate bars for five cents.
Most are non-sports but there are two baseball cards in the set as well as a few cards that could be considered minor sports. One, shown here, is titled, ‘The Ump’ and shows a child playing the part of umpire during a game. One team declares a player out while another says safe. The second is the first card in the set, titled ‘Choosin’ Up’ where teams are presumably being selected for a baseball game.
The exact date of these cards are not known but they are believed to be a 1930s issue. James Frise, a noted Canadian artist, created the drawings used for these. The backs of the cards state that he also was the creator of a famous cartoon edition called ‘Bird’s-eye Centre.’
A Special Offer and Coupons
Backs of the cards included a special offer. Collectors were encouraged to keep the picture card but remove the coupon that had a number on it and send in a complete set to the company. Any child that did so would receive a combination pen and pencil.
Coupons were to be mailed to the company’s address at 350 Inspector Street in Montreal.
The coupon portion solved a problem of sorts for the candy companies. Often, collectors were forced to surrender their cards in order to receive a prize. Sometimes, the cards were returned but if so, they usually were given back with some sort of redemption marking, such as a hole punch. By attaching a coupon, collectors could keep their cards and still participate in a redemption. This is similar to what was done for the V61 Dominion Chocolate set, another Canadian chocolates issue.
Because the cards had coupons attached, you will often find them without the coupon portion. Like other issues, those cards are less valuable than if the entire card is intact.