Okay, maybe not THE most important. I just bought a package of Cracker Jack Brand “Nothing But Nuts” (Butter Toffee Peanuts - I’m not very impressed).
On the package is the kid with his dog and underneath it says “Sailor Jack & Bingo.” I thought the kids name was Cracker Jack and thus the name of the product. Did this just change (if so I assume it is because of the negative conotation in calling someone a “cracker.” God, I hate this PC shit!)? Or have I just been misinformed all these years?
The product was named, so the story goes, when the inventor of the recipe had a travelling salesman try some. When the salesman had tasted it he said something to the effect of, “That’s really cracker jack,” meaning “tasty snack, bro.”
The peanut and popcorn delicacy was thus named Cracker Jack, and thus it has always been.
Borden does not have any trademark registered for the name “Sailor Jack” that I could find. They have a trademark on various representations of the kid and the dog, but they don’t say what their names are in the trade mark as far as I can tell.
If you are interested, hie yourself to your local Patent and Trademark Depository Library and pull out the old volumes to see if there ever was a name attached.
This search could take you anywhere from 5 minutes to about 6 years.
You can access the Trademark database and search to your heart’s contents.
However, if the mark has been changed or has expired, it might not be there. Also, if Borden doesn’t think that the name of the sailor kid is important to the mark, then they won’t bother to name him in the legal description.
Looking for really old marks involves a lot of time going through old Official Gazettes.
Of course, it’s possible that the name had never been used on packaging until recently, and they are saying, “well, that was always his name, but we just didn’t use it.” I live in Columbus and will check out COSI (Center of Science and Industry) where they have a Cracker Jack exhibit. (Borden is based in Columbus.) I’ll look at some old packaging and prizes and report my findings.