Pre-War Cards

‘It’s In The Details’

1930s V49 Lowney’s Chocolate Just Kids Overview

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. That is evident because they are picking teams using hand-position on a baseball bat and a ball is also in the scene.

While those are the two main baseball cards, a third of sorts also exists. Card No. 13, The Genius, shows a group of children off to the side, mocking a child carrying a case for a musical instrument and dressed more formally. Among the children is one holding a baseball bat.

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.’

Finally, it should be noted that the cards have been spotted on at least two different types of cardstock. The more common version is a beige/brown back as shown here. A second type is much rarer and has a gray back.

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.

Regarding the company’s address, backs show two different ones. Backs either state that coupons were to be mailed to the company’s address at 350 Inspector Street in Montreal or to 167 William Street in Montreal. It is unclear if those back variations can be found with every card.

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.

1930s V49 Lowney’s Chocolate Just Kids Checklist

1. Choosin’ Up (Baseball)
2. Here Come the Dog Catchers
3. Who’s a Skairt? (Ice Skating)
4. The Old Swimmin’ Hole (Swimming)
5. Th Hornets’ Nest
6. The 24th
7. The Poachers (Fishing)
8. The Great Dueling Scene (Misspelled ‘Duelling’)
9. Visiting the Dentist
10. The Greatest Show on Earth
11. His First Cigar
12. The Alarm
13. The Genius (Baseball)
14. The New Rubber Boots
15. The Ump (Baseball)
16. Jingle Bells
17. The Circus Rider
18. Teacher’s Pet
19. The Thief
20. Steppin’ High ‘N Wide
21. It’s Th’ Measles
22. Halloween
23. The Parachute
24. The Ladies’ Man