Walter Thomas Owbridge - and some of his amazing cards…
by Patrick Marks
The 19th century saw a boom in patent medicines, also known as proprietary or “quack” medicines. Patent medicines originally referred to medicines whose ingredients had been manufactured under grants or “patents of royal favour” to those who provided medicine to the Royal family. In the Victorian times however there were no standards in relation to the claims which could be made about the efficacy of any potion being sold and many claimed to be cures for almost any major disease or complaint you could imagine. The public clearly however seemed to be happy to buy the products as illnesses were rife in society due to poor understanding of the underlying causes. So if one were to have entered a typical Victorian middle class home there would be lots of pills and potions in the medicine cupboard. The Victorians constantly worried about their health, so they were easy targets for the manufacturers of medicines of the day. Advertising standards did not exist. Firms manufacturing these medicines kept their content secret to avoid competitors copying their recipes, although there was an underlying similarity in the basic ingredients. Alcohol was a major ingredient as were several drugs such as cocaine, morphine and opium, so it is not surprising that users may have acquired problems of addiction and would be unable to objectively assess the true effects.
A major player in the medicines market was the firm of W. T. Owbridge of Hull. The founder, Walter Thomas Owbridge, was born in 1844, son of James Owbridge, a corn merchant. He became a pharmacist with a shop at 76 Porter Street, Hull, and in 1874 he invented a cough mixture. It sold well, becoming popular amongst fishermen who had to face the arctic waters. Like all patent medicine manufacturers he did not have to meet any Trades Descriptions Act or consumer protection legislation so he could claim that it was a cure for “all affections of the throat, chest and lungs” including asthma and tuberculosis. He also called his factory “The Laboratory”, giving more than a suggestion of scientific fact.
Walter realised the value of advertising and spent large amounts on it, though he initially was reluctant to register “Owbridge Lung Tonic” as a trademark because of the cost. However in 1888 he was persuaded to do so, after being told that other big names such as Beechams and Reckitts had registered their trade marks. The firm grew rapidly in the following 10/20 years with a new factory being built in 1894. Walter was well respected locally and became a Sheriff of Hull in 1896.
He died in 1903.
A major player in the medicines market was the firm of W. T. Owbridge of Hull. The founder, Walter Thomas Owbridge, was born in 1844, son of James Owbridge, a corn merchant. He became a pharmacist with a shop at 76 Porter Street, Hull, and in 1874 he invented a cough mixture. It sold well, becoming popular amongst fishermen who had to face the arctic waters. Like all patent medicine manufacturers he did not have to meet any Trades Descriptions Act or consumer protection legislation so he could claim that it was a cure for “all affections of the throat, chest and lungs” including asthma and tuberculosis. He also called his factory “The Laboratory”, giving more than a suggestion of scientific fact.
Walter realised the value of advertising and spent large amounts on it, though he initially was reluctant to register “Owbridge Lung Tonic” as a trademark because of the cost. However in 1888 he was persuaded to do so, after being told that other big names such as Beechams and Reckitts had registered their trade marks. The firm grew rapidly in the following 10/20 years with a new factory being built in 1894. Walter was well respected locally and became a Sheriff of Hull in 1896.
He died in 1903.
The firm was a prolific and imaginative user of advertising. The 1890s until 1914 was the main period of card issuing. The firm issued a wide range of series, many of which are listed in the Trade Index and Handbook, plus they issued some cards in Europe, and I have French and Dutch versions of some of their series. They were not unique in this respect as a range of other major British firms such as Reckitts, Lever, Huntley & Palmer, Holloway and Peek Frean were also active on the continent.
In the first volume of the original trade index, issued in 1962, it was not truly realised as to how many cards they had issued – this states that the cards were issued about “1901-1915” but the only sets quoted are “Children of All Nations” (eight cards then known), “Dominoes” (set to double six), “Happy Family Cards” (eight families then known, “possibly 4 each for 12 families”), and “Royalty Series” (six cards then known, three dated 1901). None of these cards had titles printed on them, so the set name was adopted in all cases.
In the first volume of the original trade index, issued in 1962, it was not truly realised as to how many cards they had issued – this states that the cards were issued about “1901-1915” but the only sets quoted are “Children of All Nations” (eight cards then known), “Dominoes” (set to double six), “Happy Family Cards” (eight families then known, “possibly 4 each for 12 families”), and “Royalty Series” (six cards then known, three dated 1901). None of these cards had titles printed on them, so the set name was adopted in all cases.
By 1969, and the second volume of our Trade Indexes, all twelve “Happy Families” had been discovered, plus two new issues, a card of “Lord Roberts` Son at Colenso” (given the title of “Boer War Series”) and the first card of which was presumed to be part of a “Puzzle Series”. It was noted in both volumes that some of these Owbridge cards also carried dates, but not of issue, instead being an indication of length of time, showing that the firm had been established for so many years. I have examples quoting 23, 25, 40 and 50 years, (and the Trade Index part one mentions that the “Royalty Series” gives a date of 26 years. This shows that although they issued a few series after 1918, the bulk of their cards were pre 1914.
The cards are generally of good quality lithography, though this changes towards the First World War as new printing methods become cheaper options.
By the time of our third Trade Index in 1986, several unusual issues had been added by collectors. The first was a bookmark, which showed a girl in a yellow dress with a basket of blue flowers. Other additions were : a “Fortune Telling by your Hand” folder; a “Gilpin Series” postcard; two shaped cards, untitled, but showing optical illusions; a wonderful shaped mechanical card entitled “Peep Show – The Kings of Europe” with moving parts, allowing the monarchs, in procession, to file past a cut out window in turn; and four charming cards showing how the elixir was transported in different countries by a range of indigenous vehicles;
The cards are generally of good quality lithography, though this changes towards the First World War as new printing methods become cheaper options.
By the time of our third Trade Index in 1986, several unusual issues had been added by collectors. The first was a bookmark, which showed a girl in a yellow dress with a basket of blue flowers. Other additions were : a “Fortune Telling by your Hand” folder; a “Gilpin Series” postcard; two shaped cards, untitled, but showing optical illusions; a wonderful shaped mechanical card entitled “Peep Show – The Kings of Europe” with moving parts, allowing the monarchs, in procession, to file past a cut out window in turn; and four charming cards showing how the elixir was transported in different countries by a range of indigenous vehicles;
Lastly, there were two mechanical “Whistler” birds. An illustration of one of these appears in the Trade Index, but it is faint, black and white, and in no way allows for imparting of how the device was to be assembled. However, I have that card, and by the miracles of the internet, it is not only finally revealed in all its glory, but it may be even possible for you to download it and construct one. If you do, please let us know.
By the time of the fourth Trade Index in 1997, the story of Owbridges had expanded to three pages. Additions to previous notations had also been discovered – another bookmark; the fact that there were two types of dominoes (on thin or thick board); another four “Gilpin Series” postcards; a change to the original “Boer War Series”, as Royalty cards of identical design had been discovered, leading to the new title of “Royalty and Boer War” ; two more methods of transporting the tonic in different countries; a new whistler bird; and twenty different types of “novelty” advertisement cards and folders.
In fact Owbridges issued some truly wonderful “Novelty” items - many of which are shown below, in full colour, for the first time. To mention just a few, there were ...
In fact Owbridges issued some truly wonderful “Novelty” items - many of which are shown below, in full colour, for the first time. To mention just a few, there were ...
... "Hold - To - Gas" cards, where a hidden picture was revealed on exposure to light and heat ...
... cut-outs, where the card was deconstructed into parts to make three dimensional models ...
... three dimensional folding pictures ...
... "cards" with moving parts that revealed a succession of images when the levers were pulled, one of which was Owbridge ...
... a “Pierrot Puzzle” ...
... a “Balancing Bee” ...
... an automobile themed “Race Game” complete with instruction booklet showing a “Brooklands” Style banked oval ...
... and even booklets.
As well as these wonderful novelties, they also produced many sets of standard cards, including series depicting Boer War Generals, Countries and their products, the Life of King Edward VII, National Arms and Types, Scenes with Young People, Women of Nations and Maharajas.
One of their greatest coups was to engage the Prussian strongman Eugen Sandow. Here he is on an advertising card which appears to prove he endorses Owbridge`s Embrocation, though actually his name appears nowhere on the reverse. Sandow was very popular with the public and endorsed all manner of potions, lotions, and even a dumb-bell kit in a small tin for home use. There will be more about him in our weekly newsletter, issued Friday night !
How much Mr Owbridge was involved in deciding on the advertising strategy will never be fully known, but the firm must have had a busy advertising department as most of their issues appear to have been specially designed for the firm and were not just series bought in with an Owbridge overprint. I’ve certainly never seen any of their series issued by other firms. And I assume that apart from one or two series, where it was possible to send away for a set, most would have been issued over the counter to customers.
It is difficult to pin down what I think are my favourites, but I like the novelty mobiles of birds and people and also love the high quality Liebig sized series depicting children. The latter includes a most unusual set up with two pictures on the front and only one advert on the back!
My absolute favourite Owbridge cards are the bookmark series. It was the acquisition of the first of these bookmarks which made me aware of Owbridge as a card issuer. These bookmarks are lovely quality litho in Art Nouveau design with lovely art work. If I was asked which series I’d take to a desert island I’d take this one. And I now have five, as shown here....
It is difficult to pin down what I think are my favourites, but I like the novelty mobiles of birds and people and also love the high quality Liebig sized series depicting children. The latter includes a most unusual set up with two pictures on the front and only one advert on the back!
My absolute favourite Owbridge cards are the bookmark series. It was the acquisition of the first of these bookmarks which made me aware of Owbridge as a card issuer. These bookmarks are lovely quality litho in Art Nouveau design with lovely art work. If I was asked which series I’d take to a desert island I’d take this one. And I now have five, as shown here....