1948 Fo-Lee Gum Corp : Superman Bubble Gum
In June of 1948, the Fo-Lee Gum Corp. of Philadelphia announced a new Superman
Bubble Gum. The head chemist of Fo-Lee was Harlan H. Hill, a former employee
of Bowman Gum. A
tie-in with Columbia Pictures placed an introductory advertisement for the gum
in the 1948 Superman film serials starring
Kirk Alyn. Participating theaters gave away free pieces of the Superman Bubble Gum to moviegoers.
Since 1987, the Smithsonian Institution has catalogued a Superman Bubble Gum counter display backing in The National Museum of American History.
Since 1987, the Smithsonian Institution has catalogued a Superman Bubble Gum counter display backing in The National Museum of American History.
A piece of Superman Bubble Gum was sold for a penny or 25 cents for 100 small
pieces. Each box of 100 contained four cut-out cardboard panels images of
Superman. The thin card panels are approximately 2.25 x 2.75 inches, smaller
than a standard size trading card. The panels are not numbered and the backs
are blank. The cards are copyrighted 1948 by N.C.P., National Comics
Publications, Inc. Ira Schnapp's official Superman logo is skewed on the box
and card panels.
The counter display boxes contained 80, 120, or 200 individually wrapped
pieces priced at one cent. The penny gum pieces are equivalent in size to 4
small pieces. The wax gum wrappers measure 2.5 x 5.5 inches.
The bottom of each counter display box contained a larger image of Superman
that was awarded to the purchaser of the last piece of gum. The lithographed
"Display Award" measures approximately 5 x 7.5 inches. The awards was penciled by Wayne Boring and inked by Stan Kaye. A similar illustration
appeared on the cover of
Superman #53 (July-August 1948). Recolored postcards that read "Best
wishes from your friend Superman" were later distributed to members of the
Supermen of America Club. A black and white postcard was released by the Exhibit Supply Co. (ESCO) in 1949.
The boxes also contained a promotion sheet advertising Superman premiums from
Fo-Lee. The mail-away products included a popular Superman wallet and badge.
The embossed 3 x 4.25 inch wallet was made of imported leather by Pioneer. The Superman
wallet could be personalized with gold lettering.
The die-cut brass and enamel Superman badge is approximately 1.625 inches in
diameter. A similar badge was manufactured for The Lone Ranger. Aside from the
chain-busting motif, the logo and imagery do not match the usual branding
licensed by National or Superman, Inc.
As incentives, dealers and salesmen were awarded various types of cigarette
lighters produced by Ronson. The promotion ended on December 31, 1949.