During World War 2, the Walt Disney Company was actively working with the military to support the war efforts in the United States and the U.K. Among the various films, training materials, was merchandise being produced. This included toys representing planes, tanks, guns, and other war-themed items that were specifically designed for children. One such toy line was the Gremlins, which even had plush toys for kids to snuggle with. I always found this interesting as during World War II, gremlins were thought to cause mechanical problems for aircraft. From stealing socks to messing with machinery, gremlins are notorious pranksters, so maybe that was the draw. But let’s get back to the topic!

Recently, while browsing through one of many of the DHI Archive boxes, I stumbled upon a copy of the May 1943 issue of Playthings, a popular toy trade magazine of the time. The cover of the magazine had an eye-catching image of the Gremlins perched on the wing of an R.A.F. plane. Curiosity piqued, I eagerly delved into the magazine, hoping to uncover an article that would shed some light on the Gremlins merchandise that was available at this time.

To my surprise, there was no article on the Gremlins line of toys inside. Instead, I discovered that the cover of Playthings magazine served as an advertisement for various vendors to showcase their products and services. This issue was used to promote Walt Disney’s Gremlins. The magazine was primarily meant to provide a central location for buyers to find contact information and other details about the sellers. To make sure that I was not missing a short article or something else I looked at the directory, on the last two pages, of advertisers and writers only listed one item for Kay Kamen, who represented Walt Disney Productions for all merchandising. There was no listing for Disney or Walt Disney.

While it was disappointing not to find an article on the Gremlins line of toys, I did learn that Playthings magazine’s cover was not an indicator of what was inside. The Gremlins cover was merely a marketing strategy that Kay Kamen used to promote Disney’s merchandise to buyers. One of the most influential marketers of his time, Kamen worked closely with the Walt Disney Company to create innovative merchandising campaigns that would drive sales.

The Gremlins were just one example of the collaboration between the Walt Disney Company and toy manufacturers. Lewis Marx & Co., for instance, produced metal and plastic toys and play sets of various Disney characters. Marx’s partnership with Disney lasted for many years, resulting in countless hours of joy for children worldwide.

While my search for information on the Gremlins may not have yielded the results I was hoping for, it did offer a glimpse into the behind-the-scenes workings of the toy industry. The advertisement for Kay Kamen and Walt Disney’s merchandise in Playthings magazine was a testament to the power of effective marketing strategies. The Gremlins may have been just another toy in a sea of war-themed merchandise, but their role in the Walt Disney Company’s history and legacy cannot be ignored.