Object of the Day: Another Trade Card for J. & P. Coats Thread

Here’s another trade card from my collection which advertises for J. & P. Coats Thread.  This one doesn’t involve Machiavellian cats, but it does depicts a rosy-cheeked tot who, of course, is dressed like the Kaiser—as one does.

This is weird—even by Victorian trade card standards.  The child is labeled as “The Champoion.”  Pinned to his or her salmon tunic are a host of ribbons and, resting on a giant spool of J. & P. 200 YDS. BEST SIX CORD THREAD (in white, of course) is a silver loving cup.  The child holds a rifle—as one does—which is taller than he or she.  It all makes sense.  The targets at the rear of the scene coincidentally resemble spools of  J. & P. 200 YDS. BEST SIX CORD THREAD.  Branding at its best.

The reverse of the card lists J. & P. COATS’ Needle and Thread Numbers.  Now, usually I reproduce the copy on the reverse for you, but not this time.  I’d go blind, and I don’t really care to do so.  Besides, unless you’re familiar with Nineteenth Century thread numbers, it wouldn’t really be too interesting.

Nonetheless, it’s an attractive card, albeit a confusing one.  Still, nothing beats the colors of these antique chromolithographs.  How they remain so bright after all this time is a mystery.