Once again the drug store shelves are lined with the inevitable red heart-shaped boxes that tell us it’s time to give candy to those we love. Nougat, coconut, or chocolate cream, it is no doubt the contents, rather than the packaging, that is the object of our attention. But, to collectors it is not the candy, but the candy container that counts.
Richard Cadbury and his son John are created the first heart-shaped candy box which they released for Valentine’s Day of 1861. Cadbury’s business was struggling when he came up with an idea of fancy chocolates packed in little decorative boxes. His creations were an instant hit with the consumers of the Victorian era who enjoyed the candy and kept the boxes for storing buttons, jewelry and other small items. Manufacture of the original boxes ceased in the late 1930s but his idea continues to be a tradition around the world with over 36 million heart-shaped boxes sold each February. Late 1800s Cadbury boxes made of silk or velvet and still surface at antiques malls and estate sales and are in high demand from candy container collectors.
Remember those boxes of chocolates that Dad always bought for Mom? Heart-shaped mid-20th century candy boxes are now highly collectible and can be found to fit most any budget. Prices range from $10-$25 for a 1950s red satin Russell Stover box with great retro graphics, to $75 for a handwoven straw heart from the 1960s. Currently trending up are discontinued Godiva red satin boxes from the early 2000s.
In the late 1800s candy came packaged in small glass containers. The contents consisted of tiny, bright colored sugar pellets held in place with screw caps or cardboard insets. While geared to appeal to children, they quickly became a favorite collectible of adults who appreciated the high quality craftsmanship and intricacy of detail that went into the production of the hand-made containers. Glass manufacturing in the U.S. suffered during the Great Depression and production of candy containers took a hiatus from 1929-1939. Production resumed in the early 1940s but the hand-crafted containers were replaced by automated assembly line containers. Collectors watch for early pieces cast in individual molds, cooled and then hand painted. These make a great Valentine’s gift if you are looking for something other than the traditional heart-shaped box.
In the 1950s plastic candy containers gradually began to replace glass. Collectors are especially interested in the (1952-1956) man and woman candy holders from the E. Rosen Plastics Company. These little 3 5/8” injection mold figures, which were originally sold at the five & dimes of the 50’s for a few cents are now selling online for $35-$45!
If your sweetheart appreciates a more kitschy approach to romance, then you might want to consider a vintage PEZ container. Since the early 1950s PEZ have been manufactured by the Haas family at their factory in Orange, Connecticut. Their first Valentines dispenser was launched in 1996, featuring red and pink hearts on a red footless stem. Feet were added in 1997 and the candy container in the dispenser was changed to small white hearts in the early part of 2000. Each year PEZ receives hundreds of requests for dispensers with a personalized head. But if you were thinking this would make a great gift, you will be disappointment. Even Kim Kardashian’s request was denied!
Romantic, traditional, kitschy or whimsical, vintage candy containers are a fun collectible and a wonderful way to say “I love you” this Valentine’s Day. Until next time . . . Linda
Linda Kennett is a professional liquidation consultant specializing in down-sizing for seniors and may be reached at 317-258-7835 or lkennett@indy.rr.com
