Iconic Ads: Campbell Soup – The Campbell Kids

In 1904, illustrator Grace Drayton — one of the first and most influential female cartoonists of her era — brought the Campbell Kids to life. Drayton, also famous for her “Dolly Dingle” paper dolls and comic strips, had a signature style: cherubic, round-faced children with rosy cheeks and button noses.

The Campbell Kids made their public debut in 1905 on streetcar advertisements, soon appearing in leading magazines such as Ladies’ Home Journal, Good Housekeeping, and The Saturday Evening Post. They quickly became more than illustrations — they became America’s children, full of energy and wholesomeness, embodying the health and nutrition Campbell’s Soup promised.

Iconography and Influence

What made the Campbell Kids unforgettable was their universality. They had no ears, no necks, and no names, allowing them to symbolise “every child.” Their plump cheeks and lively eyes reflected the early 20th-century ideal of robust childhood health.

Parents, teachers, and collectors were so charmed that they wrote to Campbell’s asking for reproductions. The company responded by mailing out prints for a small postage fee, proving that advertising could leap from billboards into homes — and into people’s hearts.

Merchandising Magic

Soon, the Kids were everywhere. Beyond ads, they adorned dishes, postcards, T-shirts, cookbooks, and household items. This marked one of the first successful cross-promotional ventures between the food and toy industries.

• In 1909, the first velvet Campbell Kid dolls were launched.
• By 1910, E.I. Horsman was producing bisque dolls for mail-order catalogues like Sears and Montgomery Ward.
• Styles ranged from Dutch costumes to petite designs, fueling a craze that lasted into the 1940s and beyond.
• Later, the Kids evolved into rubber “squeak” dolls in the 1930s and vinyl dolls in the 1950s, reflecting changing toy trends.

Collectors today still prize these dolls, with rare pieces fetching high prices at auctions and sitting proudly in museums like the Smithsonian.

Evolving with the Times

As decades passed, the Campbell Kids adapted to new media and cultural shifts without losing their signature cherubic look.

• In the 1950s, they appeared in television commercials, extending their charm to a new generation.
• Over time, they were reimagined as thinner, more athletic, and even multi-ethnic, reflecting the changing social ideals of the era.
• Internationally, they featured on soup labels and ads in Canada and Europe, proving their universal appeal.

Despite updates, their essence — innocence, cheer, and trust — remained constant.

Fun Facts That Made Them Legendary

• The Kids doubled as premiums and rewards: sometimes as souvenirs, sometimes as gifts with soup purchases.
• They were drawn deliberately without names so that anyone could see themselves in them.
• Their image reinforced Campbell’s promise: wholesome food linked to happy, healthy families.
• Grace Drayton’s other creations, especially her paper dolls, only amplified the cultural influence she wielded.

A Lasting Legacy

The Campbell Kids became templates for advertising mascots, showing how a character could embody a brand’s values while sparking affection and loyalty. They were more than drawings — they were trusted companions on dinner tables, in toy chests, and across generations.

Well into the 21st century, they remain visible on packaging, merchandise, and in pop culture. Their story illustrates a truth marketers still hold dear: character branding, when done right, transcends time.

From a streetcar in 1905 to collector showcases today, the Campbell Kids proved that sometimes the most powerful way to sell a product is not through features or price — but through a face that feels like family.