Beauclaire children’s buttons

Beauclaire advertised its ‘Tiny Tots’ button in 1954. They included a rabbit, elephant, fish and a duck that previously been sold under the Norris C. Rex label. The elephant was for some reason left out of the advertising below, although it did appear on a leaflet included in a dress pattern.

Published in Woman’s Day and Home 31 May 1954 page 3. “These pert little animals make kiddies’ clothes bight and gay.”

However, they also sold them on there standard cards, as seen above. They can be spotted within 1954-55 advertising.

These designs have been intermittently reissued ever since, so have been a long term success story. Even today Spotlight stores are selling a “new” novelty duck that is the same design.