Johnson Smith Company (Johnson Smith & Co.) was a

mail-order Mail order is the buying of goods or services by mail delivery. The buyer places an order for the desired products with the merchant through some remote methods such as: * Sending an order form in the mail * Placing an order by telephone call ...

business established in 1914 by Alfred Johnson Smith that sold

novelty item A novelty item is an object which is specifically designed to serve no practical purpose, and is sold for its uniqueness, humor, or simply as something new (hence "novelty", or newness). The term also applies to practical items with fanciful or ...

s and

gag gift A novelty item is an object which is specifically designed to serve no practical purpose, and is sold for its uniqueness, humor, or simply as something new (hence "novelty", or newness). The term also applies to practical items with fanciful or ...

s such as

miniature camera When still cameras using 35 mm film, originally used for cinematography, were introduced they were widely known as miniature cameras to distinguish them from the then commonplace rollfilm cameras. While the term could be used for a camera larger ...

invisible ink Invisible ink, also known as security ink or sympathetic ink, is a substance used for writing, which is invisible either on application or soon thereafter, and can later be made visible by some means, such as heat or ultraviolet light. Invisibl ...

, x-ray goggles,

whoopee cushion A whoopee cushion (also spelled whoopey cushion or whoopie cushion) is a practical joke device, which emulates the sound of flatulence. History and modern usage Records of a whoopee cushion date back to the 10th-century Aghlabid emir of Ifriqiy ...

fake vomit A practical joke device is a toy intended to confuse, frighten, or amuse individuals as a prank. Often, these toys are harmless facsimiles of otherwise potentially disgusting or terrifying objects, such as vomit or spilled nail polish. In other i ...

, and

joy buzzer A joy buzzer (also called a hand buzzer) is a practical joke device that consists of a coiled mainspring inside a disc worn in the palm of the hand. When the wearer shakes hands with another person, a button on the disc releases the spring, whic ...

s. Founded in

Chicago Chicago is the List of municipalities in Illinois, most populous city in the U.S. state of Illinois and in the Midwestern United States. With a population of 2,746,388, as of the 2020 United States census, 2020 census, it is the List of Unite ...

, the company relocated to

Racine, Wisconsin Racine ( ) is a city in Racine County, Wisconsin, United States, and its county seat. It is located on the shore of Lake Michigan at the mouth of the Root River (Wisconsin), Root River, south of Milwaukee and north of Chicago. It is the List ...

in 1923, to

Detroit Detroit ( , ) is the List of municipalities in Michigan, most populous city in the U.S. state of Michigan. It is situated on the bank of the Detroit River across from Windsor, Ontario. It had a population of 639,111 at the 2020 United State ...

in the late 1930s, then to

Bradenton, Florida Bradenton ( ) is a city in and the county seat of Manatee County, Florida, Manatee County, Florida, United States. As of the 2020 United States census, 2020 census, the city's population is 55,698, up from 49,546 at the 2010 census. It is a pri ...

in 1986. The company

advertised Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of interest to consumers. It is typically used ...

in magazines devoted to children and young adults such as ''

Boys' Life ''Scout Life'' (formerly ''Boys' Life'') is the monthly magazine of the Boy Scouts of America (BSA). Its target readers are children between the ages of 6 and 18. The magazine‘s headquarters are in Irving, Texas. ''Scout Life'' is published ...

'', ''

Popular Mechanics ''Popular Mechanics'' (often abbreviated as ''PM'' or ''PopMech'') is a magazine of popular science and technology, featuring automotive, home, outdoor, electronics, science, do it yourself, and technology topics. Military topics, aviation an ...

'', and ''

Science Digest ''Science Digest'' was a monthly American magazine published by the Hearst Corporation from 1937 through 1988. History ''Science Digest'' was first published in January 1937 in an 8 x 5 inch digest size format of about 100 pag ...

''. Their ads appeared on the back cover of many historically significant comic books, including ''

Action Comics ''Action Comics'' is an American comic book/Comic anthology, magazine series that introduced Superman, one of the first major superhero characters. The publisher was originally known as Detective Comics Inc., which later merged into National ...

'' #1, June 1938 (first appearance of

Superman Superman is a superhero created by writer Jerry Siegel and artist Joe Shuster, which first appeared in the comic book ''Action Comics'' Action Comics 1, #1, published in the United States on April 18, 1938.The copyright date of ''Action Comics ...

) and ''

Detective Comics ''Detective Comics'' (later retitled as ''Batman Detective Comics'') is an American comic book series published by Detective Comics, later shortened to DC Comics. The first volume, published from 1937 to 2011 (and later continued in 2016), is ...

'' #27, May 1939 (first appearance of

Batman Batman is a superhero who appears in American comic books published by DC Comics. Batman was created by the artist Bob Kane and writer Bill Finger, and debuted in Detective Comics 27, the 27th issue of the comic book ''Detective Comics'' on M ...

). In 1970, humorist

Jean Shepherd Jean Parker "Shep" Shepherd Jr. (July 26, 1921 – October 16, 1999) was an American storytelling, storyteller, humorist, radio and TV personality, writer, and actor. With a career that spanned decades, Shepherd is known for the film ''A Christm ...

wrote the

introduction Introduction, The Introduction, Intro, or The Intro may refer to: General use * Introduction (music), an opening section of a piece of music * Introduction (writing), a beginning section to a book, article or essay which states its purpose and g ...

for the reprint of ''The 1929 Johnson Smith & Co. Catalogue'', writing After marking its

centennial A centennial, or centenary in British English, is a 100th anniversary or otherwise relates to a century. Notable events Notable centennial events at a national or world-level include: * Centennial Exhibition, 1876, Philadelphia, Pennsylvania. ...

anniversary in 2014, the company ceased operations on December 31, 2019, and was acquired by Collections Etc. in 2020.

Johnson Smith Timeline

* 1885 – Alfred Johnson Smith is born in Halifax, Yorkshire, England. * 1887 – Alfred and his family move to

Brisbane, Queensland, Australia Brisbane ( ; ) is the List of Australian capital cities, capital and largest city of the States and territories of Australia, state of Queensland and the list of cities in Australia by population, third-most populous city in Australia, with a ...

. As a young man, Alfred began a small mail-order business selling a complete line of rubber stamps through ads in popular magazines and by mailing circulars. * 1906–1907 – Marries Alice Elizabeth Evans. Moves to

Sydney Sydney is the capital city of the States and territories of Australia, state of New South Wales and the List of cities in Australia by population, most populous city in Australia. Located on Australia's east coast, the metropolis surrounds Syd ...

and starts a mail-order business selling rubber stamps and imported novelties of all kinds through a catalog. * 1914 – Alfred Johnson Smith moves to

to make his mark in America. He sells masks and whoopie cushions out of the trunk of his automobile, then through a 64-page catalogue of surprising novelties, puzzles, tricks, joke goods, and useful articles. Alice and their two young children (ages 6 and 1) follow in a few months. Johnson Smith Company still sold

s, and x-ray glasses in the late 2010s. * 1922 – ''Johnson Smith Catalog'' grows to 400 pages, employing more than 150 people. The company is moved to

after Alfred fails at publishing a magazine that competed against ''

The Saturday Evening Post ''The Saturday Evening Post'' is an American magazine published six times a year. It was published weekly from 1897 until 1963, and then every other week until 1969. From the 1920s to the 1960s, it was one of the most widely circulated and influ ...

''. * 1923 – The catalog grows to 576 pages, with 100,000 copies being printed. * 1923–1935 – Throughout

the Depression The Great Depression was a severe global economic downturn from 1929 to 1939. The period was characterized by high rates of unemployment and poverty, drastic reductions in industrial production and international trade, and widespread bank and ...

, sales were minuscule. However, the catalog was still compiled and printed, providing a light-hearted diversion for thousands of families. Full-page ads showing new items were run in science, outdoor, detective, Western, and boys' magazines. * 1935 – Alfred's son, Arthur, joins the business, followed by his other son Paul, the following year. Comic magazines become popular — Johnson Smith Co. becomes one of the first

advertiser Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of interest to consumers. It is typically used ...

s. Cartoonist H.T. Webster regularly copies Johnson Smith Co. items and descriptions from the catalog into

The Katzenjammer Kids ''The Katzenjammer Kids'' is an American comic strip created by Rudolph Dirks in 1897 and later drawn by Harold Knerr for 35 years (1914 to 1949).Detroit Detroit ( , ) is the List of municipalities in Michigan, most populous city in the U.S. state of Michigan. It is situated on the bank of the Detroit River across from Windsor, Ontario. It had a population of 639,111 at the 2020 United State ...

Michigan Michigan ( ) is a peninsular U.S. state, state in the Great Lakes region, Great Lakes region of the Upper Midwest, Upper Midwestern United States. It shares water and land boundaries with Minnesota to the northwest, Wisconsin to the west, ...

, hoping to market the catalog in Canada and British Colonies, but

World War II World War II or the Second World War (1 September 1939 – 2 September 1945) was a World war, global conflict between two coalitions: the Allies of World War II, Allies and the Axis powers. World War II by country, Nearly all of the wo ...

ends that dream. * 1941 – The last full-size catalog was published as the U.S. enters the war years. The company goes on a hiatus through 1946 due to lack of merchandise, personnel, paper, etc. * 1948 – Alfred Johnson Smith dies at age 63. * 1952 – Johnson Smith Co. publishes a 96-page catalog of 2,800 of its most popular items. Company sales and circulation increase, enabling the company to buy and sell merchandise for less. * 1955 - ''

Mad Magazine ''Mad'' (stylized in all caps) is an American humor magazine which was launched in 1952 and currently published by DC Comics, a unit of the DC Entertainment subsidiary of Warner Bros. Discovery. ''Mad'' was founded by editor Harvey Kurtzman an ...

'' runs a zany lampoon of Johnson Smith ads on the cover of its March issue #21 that creates even more business

* 1966 – Paul Hoenle joins the company. Arthur Smith decides to retire as his health declines. Approximately 400 mail-order companies in the U.S. at this time. * 1967 – Additional space is purchased in Detroit; the company resumes effort to find new merchandise, and comic and science magazine advertising resumes in earnest; the business begins to grow again; professional personnel are hired. * 1967–1970 – 300,000 to 500,000 copies of the 96-page digest-size, black-and-white catalog are printed annually during this period. New technology and machinery is added to handle the increased number of orders. An

IBM International Business Machines Corporation (using the trademark IBM), nicknamed Big Blue, is an American Multinational corporation, multinational technology company headquartered in Armonk, New York, and present in over 175 countries. It is ...

accounting computer is installed, updated versions of a coin sorter and paper-money counter are added, a new letter-opening machine mechanizes opening of customer orders, including equipment to expedite shipping and handling. Mailing lists are placed on magnetic tape. * 1970 –

writes an introduction about the 1929 ''Johnson Smith Catalog'', and suggests that the catalog "might well be the

Rosetta Stone The Rosetta Stone is a stele of granodiorite inscribed with three versions of a Rosetta Stone decree, decree issued in 196 BC during the Ptolemaic dynasty of ancient Egypt, Egypt, on behalf of King Ptolemy V Epiphanes. The top and middle texts ...

of American Culture." * 1971 – Johnson Smith Co. moves into a major new facility in Mt. Clemens, Michigan. The company begins accepting telephone orders and honors most credit cards. * 1971–1985 – ''Things You Never Knew Existed'' slogan is coined to describe the ''Johnson Smith Catalog''. The company continues to advertise in ''

'', but other magazine advertisements are halted due to poor response. By 1980, ''Johnson Smith Catalog'' is published in four-color. Hot-selling items during this period include Star Trek Phaser Model Kits, The Mystery Top, Put-Put Boat, X-Ray Specs,

Pink Panther ''The Pink Panther'' is an American media franchise primarily focusing on a series of comedy-mystery films featuring an inept French police detective, Inspector Jacques Clouseau. The franchise began with the release of the film ''The Pink Panthe ...

Mug, and the

M*A*S*H ''M*A*S*H'' (an acronym for Mobile Army Surgical Hospital) is an American media franchise consisting of a series of novels, a film, several television series, plays, and other properties, and based on the semi-autobiographical fiction of Richa ...

T-shirt. More than one million Midget Bibles are sold in 1979, purchased by carnivals and handed out as an incentive for making a charitable donation. * 1979 – Company launches ''The Lighter Side''. * 1986 – Company moves to facility in

, where it remains today. A management information specialist is hired to guide the installation and utilization of a "state of the art"

mainframe computer A mainframe computer, informally called a mainframe or big iron, is a computer used primarily by large organizations for critical applications like bulk data processing for tasks such as censuses, industry and consumer statistics, enterprise ...

system. * 1997 –

E-commerce E-commerce (electronic commerce) refers to commercial activities including the electronic buying or selling products and services which are conducted on online platforms or over the Internet. E-commerce draws on technologies such as mobile co ...

sites are launched for ''Things You Never Knew Existed'' (formerly known as the ''Johnson Smith Catalog'') and ''The Lighter Side''. * 1998 – ''Betty's Attic'', featuring

nostalgic Nostalgia is a sentimentality for the past, typically for a period or place with happy personal associations. The word ''nostalgia'' is a neoclassical compound derived from Greek, consisting of (''nóstos''), a Homeric word meaning "homecomi ...

items is launched, along with its e-commerce website. * 2000 – ''Clever Gear'' is launched, along with its e-commerce site. Ralph Hoenle is named president upon Paul's retirement. Paul remains chairman. * 2003 – ''Full Of Life'' is launched, offering gear for the aging

baby boomer Baby boomers, often shortened to boomers, are the demographic cohort preceded by the Silent Generation and followed by Generation X. The generation is often defined as people born from 1946 to 1964 during the mid-20th century baby boom that ...

s. www.HalloweenOnly.com is launched as a result of strong

Halloween Halloween, or Hallowe'en (less commonly known as Allhalloween, All Hallows' Eve, or All Saints' Eve), is a celebration geography of Halloween, observed in many countries on 31 October, the eve of the Western Christianity, Western Christian f ...

merchandise sales experienced by the company. Additional of space is rented. * 2004 – A proactive

public relations Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. Pu ...

campaign, The Art of Having Fun, is launched to build consumer awareness of key brands. * 2005 – 40 Below, the company's first

outlet store An outlet store, factory outlet or factory store is a brick and mortar or online shopping, online store where manufacturers sell their merchandise directly to the public. Products at outlet stores are usually sold at reduced prices compared to re ...

, is opened in Bradenton. *2019 – Johnson Smith shuts its doors after 105 years in business.

Catalogs

* ''Johnson Smith Catalog'' (1907) * ''Things You Never Knew Existed'' (1979) * ''The Lighter Side'' (1979) * ''Betty's Attic'' (1998) * ''Clever Gear & Other Smart Innovations'' (2000) * ''Full of Life'' (2002) * ''HalloweenOnly.com'' (2003)

References

External links

Johnson Smith Company
on Retroland

{{Authority control Mail-order retailers Retail companies established in 1914 1914 establishments in Illinois Novelty items

Johnson Smith Timeline

Catalogs

See also

References

External links