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Overview
This badge was issued to children who joined the Cococub League in the mid-1930s. The club was started by Cadbury's in Bournville, England, and came to New Zealand in 1936.
Cococubs began as small hollow-cast hand-painted animal characters hidden in tins of Cadbury cocoa as a treat for children to collect. There were 32 anthropomorphic characters including a duck, dog, rabbit, mouse, goose, and pig. They were designed by children’s illustrator Ernest Aris (1882-1963, London).
They were a huge success as toys were a luxury during the depression years and these ones were free. Cadbury’s ran out of supplies within weeks. Thousands of children joined the subsequently created Cococub League which issued the badge, membership card and newsletter.
The cocoa tins were first advertised in New Zealand in 1935, with Cococub League advertisements in local newspapers in 1936. Large advertisements were headed by a young boy called Jonathan arriving by ship: “I’ve just arrived from Bournville to start the Cococub League in New Zealand with its secret sign, secret passwords, secret writing code and very special badge. Be one of the first to join” (Nelson Evening Mail, 28 March 1936, page 12).
The badge features an image of 'Dumpty Doo Duck' wearing a tam o’shanter: ‘Look at this beautiful badge that is issued to all who join the Cococub League. It is a special badge in white, blue and gold enamel with a clasp-pin at the back to fasten on to your coat or frock. You will be proud to wear this valuable badge, worth well over two shillings’ (Nelson Evening Mail, 28 March 1936, page 12). The small hole at bottom of the badge was for children to attach an additional bar which signified a higher level of membership, such as leadership.
Children joined the club by sending a newspaper coupon to 'Jonathan' at Cadbury Fry Hudson Ltd, Dunedin. The Cococub League appears to have been active in New Zealand in 1936 and 1937, with regular advertisements and short newsletters to members in local newspapers.
This particular badge was owned by Ian Tombs of Dunedin (he scratched his name on the back).