Radio premium

During the time that radio programs were the dominant medium in the United States, some programs advertised "souvenirs" of the various shows, which were sometimes called radio premiums. The first of these were generally cast photographs and the like, but eventually, these evolved into novelties that many children collected.

By the 1930s, premiums ranged from rings through pocket novelties to "decoder pins," also called "decoder badges". Most of these were obtained by sending the sponsor's agency a proof of purchase, such as a boxtop or jar's inner seal, and frequently a small amount of cash, such as a dime. One amusing address was for Chief Lone Wolf who was strangely on the 14th floor of the Wrigley Building in Chicago.

Many of the rings were multifunctional, having a feature beyond just being jewelry. All were "one size fits all". Quite a few had "secret compartments," and others had built-in siren whistles. Some rings were composed in whole or in part of luminous materials. A premium from Jack Armstrong, the All-American Boy program, offered in 1940, was a ring called the Dragon's Eye Ring, with images of crocodiles supporting a greenish "stone" made of Tenite. The molds for the ring were later used for two other premiums, one for Buck Rogers in the Twenty-Fifth Century, issued in 1947. The new ring was called the Buck Rogers Ring of Saturn, and had a red "stone" rather than the green one in the original. About the same time, a third ring, but with a black stone, was issued by Carey Salt for their sponsorship of The Shadow. (another sponsor, Blue Coal, offered an entirely different luminous-plastic ring.) Some rings had a hidden mirror for a "look behind" feature. Programs that offered such Look-Around rings included Tom Mix Ralston Straight Shooters, Captain Midnight, and The Lone Ranger. Other rings had spinners, photo viewers, ballpoint pens, magnifiers, signal blinkers, flashlights, etc.

Besides rings, there were many pocket items. These included sundial "watches," compass-and-magnifiers, pedometers, truth detectors, and signaling devices. Some premiums required many boxtops. These included cowboy outfits, a set of cooking equipment for camping and special badges such as "Chief Inspector", "General", etc.

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Wikipedia