There are many myths surrounding the “woman” used as the model for “Aunt Jemima.” But truth be told, the most famous “Aunt” in the world of advertising was actually modeled after a man! German vaudeville performer Pete Baker was half of a duo who billed themselves as “Baker and Farrell.” Although he never made the big time as a song and dance man, he added a character to his act in 1886 that would guarantee him a place in advertising history. That character, dressed in an apron and kerchief, was the original “Aunt Jemima.”
Banking on the popularity of the endearing southern Mammy, struggling mill owners Charles Underwood and Chris Rutt, appropriated her likeness to place on their bags of premixed breakfast flour in 1886. Their mill failed a year later, but the image of the kindly old Mammy continued on through the next three ownerships of the mill which eventually became The Quaker Oats Company. In 1938 “Aunt Jemima” became the registered trademark of Quaker’s line of breakfast products and remains so to this day
“Aunt Jemima” memorabilia is one of the most popular categories in the field of collecting we refer to as Black Americana. Chalkware, cookie jars, postcards, product ads, and cast iron pieces from the early 1900s-1950 are demanding top dollar at shows and specialized auctions, but they occasionally surface at garage sales and flea markets. Here are a few of the pieces to watch as we finish up the 2013 garage sale season.
At the top of many collector’s lists are the members of the Aunt Jemima paper doll family. These appeared on the boxes of Quaker Oats products from 1930-1945. The starter set featured Jemima, her husband Rastus and their four children, Lincoln, Dilsie, Zeb and Dinah. As the promotion progressed, boxes carried additional cut-out clothing for each character. Finding the complete set of these early paper dolls and their outfit changes is a considerable challenge, but worth the effort as they have been known to garner very high auction prices.
Spice sets are another wonderful find. Many of them were made by the F&F Mold and Die Company and include: Allspice, Cinnamon, Ginger, Nutmeg, Paprika, and Cloves. Each of the eight shakers stand 4 inches tall and will be clearly marked F&F on the bottom.
In the realm of collectible cookie jars the terms “Mammy” and “Aunt Jemima” have become interchangeable. One of the most highly sought jars was made by the McCoy Pottery Company in the 1940s. As these jars became looked upon as politically incorrect in the 1960s many of them were destroyed. As a result, the ones that remain have been know to bring in excess of $1,000. Note: the cold painting process used on early jars is prone to chipping and crazing, so beware of a “perfect” jar as it may be a newer issue.
Plastic Jemima collectibles are rising in value. Quaker Oats released two different styles of syrup jars in the 1920s that are bringing between $200 and $500. Also be on the lookout for plastic cookie jars from the 1950s made by F&F. The larger of the two is made of hard plastic and the smaller 10 inch jar is soft plastic. Both will be clearly marked by the maker.
Chalkware Jemimas in the form of pin cushions, string holders and wall plaques were made in the 1940s and 50s by a number of Japanese companies. Now selling in the $300-$400 range, marks to watch for include The Hinode/Japan and Occupied Japan.
Research is imperative, as things are often not as they seem. Start small with lower-end items like sheet music or product ads and avoid “investment” pieces until you have developed a good working knowledge of this area of collecting. Until next time……………Linda
Irvington resident Linda Kennett is a professional liquidator specializing in down-sizing for seniors and the valuation of estates and may be reached at 317-429-7887 or lkennett@indy.rr.com