New Beauclaire Cards

Circa 1953.

Circa 1954.

Circa 1957.

Leda branded buttons, also produced by General Plastics, also appear on this style card, apart from the name of course. I wonder what possessed G.P. to introduce a second brand of buttons and buckles? It is possible they felt the Beauclaire brand was dated, and wished to transition to Leda; cards do exist with both names printed on them. I feel that G. Herring, in sticking to only one brand and advertising more heavily, produced a stronger brand presence than did G.P.