By by Alix Spiegel, NPR’s Morning Edition
On October 3, 1955, the Mickey Mouse Club debuted on television. As we all now know, the show quickly became a cultural icon, one of those phenomena that helped define an era.
What is less remembered but equally, if not more, important, is that another transformative cultural event happened that day: The Mattel toy company began advertising a gun called the “Thunder Burp.”
I know — who’s ever heard of the Thunder Burp?
Well, no one.
The reason the advertisement is significant is because it marked the first time that any toy company had attempted to peddle merchandise on television outside of the Christmas season. Until 1955, ad budgets at toy companies were minuscule, so the only time they could afford to hawk their wares on TV was during Christmas. But then came Mattel and the Thunder Burp, which, according to Howard Chudacoff, a cultural historian at Brown University, was a kind of historical watershed. Almost overnight, children’s play became focused, as never before, on things — the toys themselves.