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Steinbeck Exhibit

Sailor Jack & Bingo


The snack's mascots are inspired by Rueckheim's nephew and a stray dog saved by Eckstein, who was a partner of the company. The mascot was not introduced until 1916, and it shows the ways that Americans value family morals and child-centered marketing. 

The effect of such branding would prove to be attractive to children like Ruthie and Winfield, who know all too well that they cannot bother their parents with extraneous gifts outside the necessities of food.