Categories
Food History Holidays

Loft’s Candies: Vintage Halloween treats from the Jazz Age

The Loft Candy Company exclusively operated several locations throughout the New York area in the 1910s-30s, many of them proper restaurants. For the Jazz Age candy lover, they were heaven on earth.

Occasionally you’ll find an old Loft’s neon sign today, peering from a crumbling facade.

This beauty is located at Fulton and Nassau streets in lower Manhattan. New York Neon has the scoop about this marvelous sign. Photo by Greg Young

Loft’s candy factory was over in Long Island City, Queens, at 40th Avenue and Vernon Boulevard.

An ad from October 20, 1921 issue of the New York Daily News

Their Halloween advertisements are an interesting window into the customs a century ago. The practice of trick-or-treating would not become acceptable until the 1950s. Children would have celebrated attending Halloween parties instead, where many of the treats listed below would have been served.

Loft survived the Great Depression by merging with the bankrupt soda fountain company Pepsi-Cola, a perfect marriage of sugary treats. It then became a national brand and cities across the country were graced with Loft candy stores into the late 1980s.

Please enjoy these ads filled with oddball Halloween treats! The ad below is from October 28, 1921:

The Evening World, October 27, 1922

And what the heck are ‘National Babies (a filled confection)? From October 25, 1922

In this page-sized ad from 1931, Loft offers ‘fortune telling cakes’, moonfaces on sticks and novelties in the shapes of ‘Felix cats’, wood crickets and ukuleles.

Loft was still making unusual treats for the season in 1960. By this time trick-or-treating had become a national pastime. Although some candy makers had begun making ‘small’ versions of their adult candy treats, it was Mars Inc. that changed the game by targeting trick-or-treaters with ‘fun size’ versions of their popular candies (Snickers, M&Ms) in 1961.

Dressed for success: The tradition of Thanksgiving masking, children in drag, begging for money!


Turkey anyone? Thanksgiving maskers, in New York, taken sometime between 1910-15. Whatever you do, don’t look the ‘lady’ directly in the eye!

My new column for the Huffington Post is live, and the topic is a strange, forgotten holiday custom called Thanksgiving masking, popular among New York kids from the 1890s-1930s. Children dressed as exaggerated versions of poor people! Boys in their sisters’ clothes! I wrote about this last year at this time, but this article is newly expanded, and I’ve done a bit more research on the origins of this very odd tradition.

You can check out my story here.

There are several archive photos attached to the article as well. However, here are a few more, courtesy the Library of Congress.

All these were taken in New York between the years 1910-15 according to file captions. However the background looks quite unfamiliar. Any guesses?

I especially love these little rascals. Cute, cute, really cute, SCARY.

And finally, here’s a selection of small portraits of Thanksgiving maskers in the West Village in 1933. Courtesy New York Public Library

Categories
Holidays

Happy Thanksgiving Masking: The pleasures of mischief, featureless masks and cross-dressing children!

No, these children have not gotten their calendars confused. One early American Thanksgiving tradition amongst rascals and rowdies involved goofy costumes and disguised faces. Sometimes called ‘Thanksgiving masking’, the strange practice stemmed from a satirical perversion of poverty and an ancient tradition of ‘mumming’, where men in costumes floated from door to door, asking for food and money, sometimes in exchange for music. The annual Philadelphia Mummers Parade traces back to the original tradition which some believe began in the 17th century.

By the 1800s, those going door-to-door asking for handouts were most likely homeless and poor. This seems to have inspired a children’s tradition not unlike modern trick-or-treat. “Every street had its band of children,” proclaimed the 1901 Tribune, “dressed as ragamuffins, who kept in the open air for hours.”

Newspapers advertised ‘Thanksgiving masks’ and ‘lithographed character masks’ for the tots. These featureless disguises were often sold in candy stores alongside holiday related treats like spiced jelly gums, opera drops, crystallized ginger and tinted hard candies.

“This play of masking is deeply rooted in the New York child,” said Appleton’s Magazine in 1909. “All toy shops carry a line of hideous and terrifying false faces or ‘dough faces’ as they are termed on the East Side.”

Boys frequently wore girls clothing on this occasion, “tog[ging] themselves out in worn-out finery of their sisters” and spending their afternoon “gamboling in awkward mimicry of their sisters to the casual street piano.”

The New York Times in 1899 found the streets filled with costumed tricksters that Thanksgiving. “There were Fausts, Filipinos, Mephistos, Boers, Uncle Sams, John Boers, Harlequins, bandits, sailors… In poorer quarters a smear of burned cork and a dab of vermilion sufficed for babbling celebrants.”

Those that benefited most — outside of the costumed children, obviously having a ball — were the candy stores that both sold the masks and provided the sweets distributed to the little devils. In particular, Loft Candy stores, headquartered at the corner of West 42nd Street and Eighth Avenue, ran spectacular ads filled with Thanksgiving themed candy treats.

In general however it’s difficult to find too much enthusiasm for this unsavory tradition in newspapers of the day. Thanksgiving was (and continues to be) one of the most austere holidays. Poor, cross-dressing, shoddy-garbed children in masks flew in the face of this perception and was generally discouraged. Editors preferred to focus on family gatherings, recipes and table placements, not only out of social convention but on the behest of advertisers, who made more money selling turkey and china than cheap masks.

While the chaotic tradition was associated with poverty and mischief, some educators saw a bright side to the tradition, especially in the waning years of World War I. One writer on early Kindergarten practices suggested that “the masking on the streets of Thanksgiving Day … has its redeeming quality, in reminding the children of our dear soldiers’ need for real masks.” They would be referring to gas masks. Educational indeed!

Such mischief, not surprisingly, occasionally went out of control. For instance, the New York Tribune in 1907 reports a poor lad “in mask and fantastic garb” who was hit by a train and had his leg amputated.

With the rise and commercialization of Halloween, the practice of Thanksgiving masking seems to have died out. And the entrance of the Macy’s Thanksgiving Day parade in 1924 certain gave focus to the city’s need for costumed celebration.

NOTE: These photos are from the Library of Congress. As such, the locations are unmarked. Most likely they are all of New York children, but a few may be children from other cities in delirious states of costume. (The top photo is courtesy Shorpy)

Happy Thanksgiving!