Certain things are as American as Apple Pie, and that applies to Baseball, Hot Dogs, Old Chevrolets and, in our humble opinion, Bazooka Bubble Gum!
It’s origins date back to 1947 as life settled back to normal for the Greatest Generation, many who had served their country. In an era of renewed optimism and prosperity, a small company in Brooklyn, New York introduced a square piece of gum clad in a patriotic red, white and blue wrapper. Its origins were American, and so were its colors. As to why it was called Bazooka, one can only speculate. Perhaps it was about the Anti Tank Weapon used in World War 2, maybe not.
Many, however, don’t realize that original Bazooka Bubble Gum did not come with its popular wax paper comic nor was Bazooka Joe, the first spokesperson.
The first mascot was Bazooka, the “Atom Bubble Boy” who burst on the scene in 1949. His name was apropos of the Cold War which had just begun, and this young man had many skills the most notable being that he could blow gigantic bubbles allowing him access to spontaneous travel long before the days of cheaper airfare.
His journey took him far and wide but didn’t last long due to a marketing oversight. Bazooka may have been one of the first to offer a multi-pack of gum, but consumers weren’t ready to spend a nickel when the average cost for a single piece of gum was only a penny, and a full-size candy bar cost the same. Also, in the post-Atomic Age, the reference to radiation may have played a role.
It wasn’t until 1953 that Bazooka Joe, who bears a striking similarity to his predecessor, and his gang entered our hearts and Topps realized the importance of selling affordable individual units. Fair to say, the second time around was the charm!
Bazooka Joe and his gang were clad not only in the fashions of the time but also in cultural references. Some speculate Bazooka’s Joe's eyepatch was a “wink and a nod” to the famous Hathaway Shirt Man which was one of the most successful marketing campaigns of the 1950s. His friends had unique qualities too. One had an overly healthy appetite; another always wore an oversized roll neck sweater, and Toughie, aka George Washington Abraham Lincoln Jones, wore his naval hat with the same swagger that today’s kids wear baseball hats.
The cartoons were an instant success not only for their humor but also because they offered a fortune. Collectors flocked to them and over the years over 1535 were produced! If you search on eBay, you will find the earlier, slightly larger comics command a premium price!
In 2012, Bazooka Joe ended his 59-year run due to the comics being discontinued. Some speculate that this was the beginning of the end for Topps Candy Co. while others think it began in 2007 when a private equity firm acquired the brand and they wanted to target to a younger, hipper audience To quote Bob Dylan, “times they are a-changin'” and change they did as even the wrapper got a pre-Botox facelift. Instead of staying true to its patriotic inspired roots, the wrapper took on a modern look complete with graffiti-inspired graphics and brighter Day-Glo colors.
The past few years have seen a resurgence in all things retro, especially in the candy industry. Bonomos Taffy returned after a several decade's long hiatus and Beemans, Blackjack and Clove Chewing Gum returned after being permanently discontinued several years prior. Following this trend, Topps Candy Co. announced in 2019 that they would be offering a Throwback series offering comics, fortunes and the original red, white and blue packaging!
Each pack will consist of six pieces of bubble gum – it only took about 70 years to get it right finally – and collectors will have a chance to collect 48 of the most popular comics from the 1970s and 1980s.
As the old expression goes, “if it ain’t broke, don’t fix it,” and like so many exceptional American items such as Levis Blue Jeans and Coca Cola, it is refreshing to see one of the world’s most famous bubble gums return to its roots!
