Buster Brown turns 100

USA Today (Society for the Advancement of Education), Dec, 2004

Most grown-ups remember "That's my dog Tige, he lives in a shoe. I'm Buster Brown, look for me in there, too!" and probably have shoe boxes full of other Buster Brown memories. The shoe championed by a mischievous yet well-intention boy and his dog turned 100 earlier this year.

The first century of Buster Brown offers a unique look at the history of brand marketing as well as the evolution of the American consumer. Buster Brown--one of the nation's oldest existing children's shoe brands--originated in 1902 as a comic strip by Richard Outcault in the New York Herald. The Buster Brown brand debuted in 1904 at the St. Louis World's Fair and Brown Shoe was one of more than 40 companies to license the Buster Brown character.

The brand gained quick momentum with children through innovative sales and marketing techniques. From 1904-30, Brown Shoe brought the Buster and Tige comic characters to life using actors, like the 41-inch-tall Major William Ray, to play Buster Brown. Well-promoted in advance, these visits across the U.S. generated sizable crowds. Buster told jokes, while trained dogs untied the shoelaces of any child in non-Buster Brown shoes.

The brand sponsored the Smilin' Ed McConnell Show on radio (1943-54) and television (1950-54), Andy Devine's Gang TV program (1955), and Captain Kangaroo (1956-59). Subtlety rarely came into play as hosts frequently reminded audiences to wear Buster Brown shoes and receive the latest Buster Brown comic.

Moreover, Buster Brown appealed to morns through advertisements in The Saturday Evening Post, Life magazine, Vogue, and Ladies' Home Journal. In addition, Buster Brown shoes introduced "gifts-with-purchase"--toys that ranged from noise-makers to mirrors to ornaments. Recently, Buster Brown shoes updated the traditional "Buster and Tige" logo on its advertising and packaging with a series of photos of modern kids and dogs.