Roy Rogers Ranch Set Cereal Premium

The 1953 Post Roy Rogers Ranch Set cereal premium was originally created by C.F. Block and Associates in Chicago, IL, who created many premiums for Post and Quaker. The Roy Rogers Ranch Set premium was advertised on the back of Dell Roy Rogers comic No. 67 and expired January 1954. For 50 cents and 2 Post Cereal box tops, the 23-piece set could be yours.

Clarence Block said the Roy Rogers Ranch Set cereal premium was designed with the assistance of an ad agency. The intent was a quality set of figures that looked as realistic as possible. Block's artist on staff at the time was Kirk Melzer. Clarence Block was a mechanical engineer and ran the company. His partner, Leonard Schramm, handled marketing and customer service. Block was also an inventor. Some of his designs include the one-piece dog feeder for Kennel Ration, the twists in licorice, nut rolls, the turtles candy machine and univack machine. C.F. Block and Associates also created a Forty Guns that Won the West cereal premium, plastic Indian arrowheads premium and ten antique cars premium. Block also created packaging for Post.

The solid soft plastic figures of the Roy Rogers Ranch Set premium included Roy Rogers, Dale Evans, Pat Brady, Trigger (palomino rearing horse), Buttermilk (running horse), Bullet (German shepherd) and detachable rubbery saddles and bridles. Roy's ranch house, gate, animals and trees were made of color lithographed cardboard that could stand when assembled (see below). Nellybelle (jeep) was made of metal with tires that rolled. Block confirmed that the rearing Trigger horse was palomino. According to a photo of a very rare, intact cereal premium set in the book, Roy Rogers and Dale Evans Toys and Memorabilia by P. Allan Coyle, page 128, the other figures and horses were white.

The cereal premium was packaged, under contract, at Piper Manufacturing on Lake St. in Chicago. It's possible that Tootsietoy, located nearby, had a hand in making the jeep for the premium but it was never confirmed. Como Plastics in Indiana, now Como Products, probably did the plastic figure mold casting. Steve Bluhm, who still worked at Como Products when I spoke to him, found an old hand-written work order for the premium figures and horses from that date. However, Block told me they tried to keep all the work they could local (C. Block photo, below right).

When the cereal premium had run its course, the plastic figures and accessories were offered to The Stuart Manufacturing Company in Cincinnati, Ohio. Stuart used Como Plastics to cast their figures. Dexter Balterman said he remembered the day he was offered the figures. Stuart made those figures, accessories and horses with their own complimentary designed line in assorted colors. The character (premium) figures were offered in various sets such as Texas TV Rancher, TV Cowboys and Home on the Range.