King of novelties: The Whitehead & Hoag Company

Three examples of Whitehead & Hoag novelties. 1896 McKinley & Roosevelt jugate campaign pin, early 1900’s Improved Redmen Watch Fob, and…1904 Roosevelt & Fairbanks campaign pin.

note the paper labels, typically w/ patent dates (the 1904 pin is dated on the side also, cannot see in these pics).

If you happen to have any late 19th or early 20th century political pin-backs in your collection, turn them over, chances are they are marked “Whitehead & Hoag”. A very famous and highly collectible producer of novelties around the turn of the century, they set up shop in the state of New Jersey in 1892.

They soon became THE dominant player in the new field of advertising buttons. Securing 3 major patents helped maintain that advantage. At the time, buttons were the most cost-effective way of advertising beside the trade cards of the time. It’s important to note that the company was also highly successful at manufacturing other advertising items besides the pin/pin-back. Watch fobs, esp. for organizations such as fraternal clubs, (free-masons, improved order of the red-men, as well as the odd-fellows), were in high demand. Advertising on celluloid was yet another popular material in which they worked with. (I myself have owned a very nice “Maltine” drink bookmark, w/ calendar on reverse).

This is a time before radio, before television, and obviously before our modern internet. Getting tangible items / novelties directly into the hands of consumers was of utmost importance if you were in politics or wanted business recognition.

At the helm of this venture were Benjamin Whitehead and Chester Hoag. Combining their expertise in the field of printing, their partnership was cemented firmly by a great respect for each other, both personally and professionally.

The demand for these buttons was ever-increasing, and during the war years of the 1940’s, Whitehead & Hoag Company had employed over 400 employees. Successful as they were, the family-run business had troubles making the leap into what would be considered a larger-sized corporation.

In 1953, the last vestiges of family interested in running the business had ended, starting what was to be the beginning of the end for the company. Their “hay-days” were numbered, with a couple of years showing declining profits, the company was then bought in 1959 by one of their biggest competitors, The Bastian Bros. of Rochester, New York.

Bastian Brothers now held possession of the once mighty Whitehead & Hoag’s many dies, records, and the factory, itself. They soon, however, placed the factory up for sale, and gave direct orders to destroy any existing dies and archives, thus putting an official end to the much beloved company.

Although the trade name, “Whitehead & Hoag” was to be kept on until 1965, in truth any significant remnants had come to an end years ago.

A half-century later, the company lives on in homes and collections throughout the country and beyond. One cannot help to come across a Whitehead & Hoag Co. political pin-back at a flea market or trade show nowadays. Many have survived in excellent to mint condition, attesting to the quality standards of the day.

It’s important to note that we have not delved into their many other novelties and items. The company was responsible for literally making over 5,000 different items, an astonishing feat for the time. That being said, it is without question, the political and advertising button that they will be most remembered for, and for becoming: The King of Novelties.