Television Succeeds and Sells
In the 1950s performers adapted existing forms of children’s entertainment to the new medium of television. Puppet shows, circus clown acts, and animated movies inspired popular programs and characters. Capitalizing on their success, early innovators created mountains of merchandise to market to children, sparking fears about television’s impact on impressionable young minds.
The Mickey Mouse Club, 1955–1958
Walt Disney’s first children’s television program was a variety show for kids, featuring a cast of youngsters who sang, danced, and acted in skits alongside Mickey Mouse cartoons. The show aired to promote Disney merchandise and properties, including Disneyland, and was revived in the 1970s and 1990s.
Mickey Mouse Club lunch box, 1963
Due to audience demand, The Mickey Mouse Club aired in syndication through the 1960s and merchandise remained popular.
The Howdy Doody Show, 1947–1960
The freckle-faced cowboy Howdy Doody was one of American television’s first stars—quite an honor for a marionette! The creation of “Buffalo” Bob Smith, Howdy and his friends lived in the town of Doodyville and performed before a gallery of children. The show was merchandized with various toys, books, and games featuring its characters, which became a model for television shows that followed.
Toy marionette, around 1950s
This toy was one of hundreds of licensed Howdy Doody products produced during the show’s run.
Gift of Anne W. and John W. Rollins Jr.
Howdy Doody's Lucky Trip, 1953
Inexpensive and popular Little Golden Books have entertained children since 1942. In this book, Howdy goes on vacation and catches robbers with his friends Dilly Dally and Flub-a-Dub.
Bozo the Clown, 1958–2001
Actor Larry Harmon made a children’s album character a television star when he launched Bozo the Clown in Los Angeles in 1958. Harmon franchised the Bozo character for more than 150 local productions around the country; each city had a different actor portraying the clown. The final remaining Bozo show ended its run in Chicago in 2001.
Lunch box, 1963
Larry Harmon licensed the Bozo character for cartoons, television programs, and merchandise like this lunch box.
Gift of Aladdin Industries (through Lillian B. Jenkins)
