Brooch, enamelled and gilt brass, depicting a mid-20th-century racist stereotype of an African man playing football, advertising Robertson's Golden Shred Marmalade, made by H.W. Miller, Birmingham, 1950-1970.

Brooch, enamelled and gilt brass, in the form of a racist British stereotype of a young African man wearing a blue jacket, red trousers and a white waistcoat bearing the words `GOLDEN / SHRED' and kicking a white football. Pin and clasp on the back.

This brooch embodies a mid-20th-century, racist, British stereotype of a young African man based on the 'golliwog' character that was used to advertise Robertson's jams. The original golliwog was a central character in a series of books by Bertha and Florence Upton published between 1895 and 1909. Florence, the illustrator of the stories, based the golliwog on a doll she had acquired in the US in the 1880s. The appearance of the doll was influenced by the mocking Blackface performance tradition.

From the late 19th century until the 1960s, the golliwog flourished as a toy. Its image featured on biscuit tins, games, textiles and ceramics and was also used by food companies such as Robertson's. John Robertson, son of James Robertson, who founded the Robertson company in 1864, was struck by the popularity of 'golliwog' toys when he toured the United States and incorporated it into the company's marketing from 1910.

The Birmingham enameller, H.W. Miller, approached Robertson's in the 1920s with ideas for marketing the company with enamelled brooches depicting the 'golliwog' character in various forms. The first was a golfer. Others included cricketers, footballers and a 'Coronation Golly' from 1937.

From the 1970s the 'golliwog's' popularity waned as its racist connotations were increasingly challenged. Nonetheless, such merchandise continued in production until 2001 and the image was only officially retired by the company in 2002.

Robertson's was founded in 1864 and run as a partnership until 1903, when it was incorporated as a limited company - James Robertson & Sons, Preserve Manufacturers, Limited. It produced the "Golden Shred" marmalade.

Advertising Ephemera with racist imagery

This brooch embodies a mid-20th-century, racist, British stereotype of a young African man based on the 'golliwog' character that was used to advertise Robertson's jams. The original 'golliwog' was a central character in a series of books published between 1895 and 1909 that drew on the mocking Blackface performance tradition.

From the late 19th century until the 1960s, the golliwog flourished as a toy. John Robertson, son of James Robertson, who founded the Robertson company in 1864, was struck by its popularity and incorporated it into the company's marketing from 1910. From the 1970s the 'golliwog's' popularity waned as its racist connotations were increasingly challenged. Nonetheless, such merchandise continued in production until 2001 and the image was only officially retired by the company in 2002.

CIRC.333-1976