14th March 2022

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.