Flying High With This Amazing Steiff Marketing Postcard From 1928

Can you hold history in your hand? This blog has recently discussed a number of examples of antique Steiff ephemera, including photos and calling cards. Now let's take a look at an extraordinary postcard that sold recently on eBay. Its image, subject matter, transport logistics, destination, and detailing were simply off the chart interesting. Check out this tiny time capsule from 1928 and see what makes it so fascinating from the design and historical perspectives.

WARNING - A LONG (BUT SUPER INTERESTING) READ AHEAD!

The front of this standard size postcard should be captioned "The Best of 1928!" Pictured is a charming vignette of Steiff toys enjoying a fun outing together. Steiff has a rich history of creating marketing materials that bring their items to life through clever placement, body positions, and facial expressions. This is a perfect example of that. As for the featured items, the wooden cart and pony on wheels is the company's "Sandkar" or horse drawn wagon which was produced in four sizes from 1921-1936. The puppy is Steiff's sitting Molly, who was produced in 12 sizes ranging from 7 to 80 cm from 1925-1943 overall. The blonde Ted was made in 14 sizes ranging from 10 to 115 cm from 1905-1933 overall. And the bird is Steiff's duck; he was produced in 14, 17, and 22 cm from 1925-1932. One of each, please! You can see the front of the card pictured above, the image is from eBay. You can click on it to make it bigger. 

The back of the card is an astonishing collection of historical facts, highlights, and period information. Many of the card's details have to do with the card's delivery source, the Graf Zeppelin. This airship, the pride and joy of the German aviation community, debuted in 1928 - the year of this postcard! The Graf Zeppelin, also known as LZ 127, was in service for nine years. During that period, it made 590 flights, including 144 ocean crossings. You can see the Graf Zeppelin here on the left, the image is from www.upi.com.

Here are a few highlight and hidden "gems" tucked within the back copy of this card. The back is pictured below, the image is from eBay. You can click on it to make it bigger. 

First, starting on the upper left corner, you can see two dates in pencil. They correspond to the date that the card was mailed in Germany and the date that it arrived in the USA. It left Germany on October 10th, 1928 and arrived in the USA on October 16th, 1928 - for a travel time of 6 days. Pretty amazing - even for today, given today international mail often takes weeks to go "across the pond." 

Next, check out the copy on the left hand side of the card. "Place your orders with Fred Wander early to insure Zeppelin deliveries next years. Many novelties will be on display at our old stand. Margarete Steiff & Co. Inc. Borgfeldt Building, 115-119 East 16th Street, New York." Among other things, this tells us the name of Steiff's rep in the USA through the Borgfeldt company nearly a century ago, and the address of that distributor. Even more interesting here is that the card hints that all Steiff deliveries to the USA will be shipped via Zeppelin aircraft!

Now move to the middle of the card. The information that appears there tells us a lot about how the card was transported, and the obvious and international pride the German postal service and aviation authorities had in their Zeppelin program. The orange stamp in the middle of the card translates to: Mit Luftpost (airmail in German) and Par Avion (by plane in French). Right under that, there is a block of copy which translates roughly to: "To the post office in Friedrichshafen (a German town) to be sent via the airship Graf Zeppelin LZ 127 from Friendrichshafen (where there was an airport to handle Zeppelin aircraft.)" And right under that is a blue oval stamp with the translated words "Transported with airship LZ 127". So we can be 99.99% certain that this exact card traveled on the world famous LZ 127 Graf Zeppelin.

The blue and white postage stamp on the upper right hand corner of the card is also revealing. This idealized image pictures the Zeppelin gliding effortlessly and peacefully over the Earth - high enough to see the curve of the planet. The words on the stamp read "America, German Airmail, Europe, and 2 Reichmark". According the Historical Dollar-to-Marks Currency Conversion Page, in 1928, 1 RM was equal to about $4.19, so this stamp cost about $8.38 at the time. This little stamp gives off big vibes that this early airmail program was big, bold, ambitious... and expensive!

 

And lastly, the recipients! This card was sent to the toy buyers at Gimbel Brother department store in Milwaukee, WI. This legacy store brand and chain would go on to become one of largest and most beloved retailers in the United States, eventually operating over 50 storefronts. Gimbel's started the original Thanksgiving Day parade tradition in 1920. Its chief rival was Macy's - who would debut their version of a turkey day celebration parade in 1924. It is no surprise that Steiff would be doing business with Gimbels (or trying to!). This city block long institution with a river front facade certainly had a toy department and attracted high end customers that would be interested in the Steiff brand. You can see Gimbel's in Milwaukee here on the left in the late 1920's. The photo is from www.thedepartmentstoremuseum.org. 

Steiffgal hopes this discussion on this fascinating Steiff postcard has been the trip of a lifetime!

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