vintage celluloid advertising retractable tape measure manufactured by the Parisian Novelty Company of Chicago, Illinois.
Age
This tape measure can be dated to circa 1915–1925. The face states that the Parisian Novelty Company was \"Established 30 years.\" Because the company was founded in 1898, this specific text places the design layout around 1928. However, the mechanical design utilizes patents issued to the company between 1915 and 1919 (frequently stamped on the narrow metal rim as \"Pat. 7-10-17\" or \"11-4-19\").
History
• The Manufacturer: The Parisian Novelty Company was a major powerhouse in the American advertising specialty industry. Operating out of Chicago, they pioneered the commercial formatting of celluloid (an early form of plastic) to create low-cost promotional items for thousands of local businesses.
• The Product: Pocket mirrors, pocket knives, and small spring-loaded cloth tape measures like this one were given away as premiums. The reverse side lists their extensive product offering, including clothes brushes, vanity cases, and savings banks.
• The Advertiser: This specific piece was distributed by C. M. Irwin Advtg. Co., located at 138½ N. Main St. in Wichita, Kansas. They likely acted as a local sales broker or jobber, distributing Parisian Novelty Co.\'s stock catalog to retail stores and companies throughout the Midwest.
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