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This collectible advertising tape measure has a rich history tied to both early 20th-century promotional marketing and an iconic regional bakery brand.
Age & Manufacturing
This tape measure was manufactured in the early 1920s, likely between 1920 and 1925.
The edge reveals that it was produced by the Parisian Novelty Co. of Chicago, featuring two specific patent dates stamped on the rim:
• July 10, 1917 (PAT. 7-10-17)
• November 4, 1919 (PAT. 11-4-19)
The case itself is made of celluloid, an early plastic material that was highly popular for promotional novelties during this era.
🍞 History & Branding Context
The piece serves as an advertising premium given away to customers to promote Mrs. Baird’s Sliced Bread. Founded in Fort Worth, Texas, in 1908 by Ninnie Baird, the bakery grew rapidly to become a staples brand across the Southwest.
The imagery on your item provides exact historical markers:
• The ribbon graphic reads \"Since 1908\" and \"Stays Fresh Longer\", celebrating the company\'s origin.
• The front graphic urges customers to \"Ask for Mrs. Baird\'s Sliced Bread.\" Because sliced bread was first introduced commercially in the late 1920s, this specific advertising campaign highlights the exact transitional period when pre-sliced bakery loaves were the exciting new convenience in American homes.
