The Whitehead and Hoag Company 1892-1959

IMG_2637IMG_2636IMG_2650 (2)IMG_2649IMG_2638IMG_2640IMG_2641The Whitehead and Hoag Company was the preeminent American manufacturer of advertising novelties. The company was founded in 1892 by Chester R. Hoag and Benjamin S. Whitehead. Initially, the company was known for the creation and manufacture of ribbon badges. In 1896, they introduced the pin back button for which they held the patent. W&H went on to become the world’s largest manufacturer of quality buttons and remained so for many years. The company also manufactured various types of medals in bronze, silver and gold, calendars, pocket knives, paperweights, letter openers , celluloid items and novelties of every sort.

In 1892 , the main office and factory was located at Washington and Warren Streets. As the company continued to grow and expand , a new factory was built at 272 Sussex Avenue and First Street in 1903. The new factory had a complete printing and lithographing plant with over fifty modern presses, a complete art and photo engraving plant in which all the engraving sketches and plates were made, a complete button plant with the capacity of one million buttons a day, and a machinery plant where the company made all its own tools, dies and special machinery.

Due to the immense popularity of their advertising novelties the company began to establish offices throughout the United States and in many foreign countries. The branch offices were given samples to show prospective clients . To assist the sales force, the Home Office provided them with a list of all conventions to be held in the branch office city. However, it was up to the branch office salesmen, who worked on commission, to contact all the local businesses, organizations and churches to solicit additional business. All the manufacturing was done in Newark until the factory closed in 1959.

Not willing to lose a button order, the company maintained a strictly non-partisan stance.   Small groups such as the Socialists, Communists and Prohibitionist  could place their button orders as easily as the Democrats or Republicans could. To create an attractive and high quality product W&H would use the famed illustrators Maxfield Parrish and Norman Rockwell from time to time. They also had a great talent pool on staff.

In 1919, the company experienced a significant reorganization and became a non-union shop. Prior to this, most of their items were marked with the union seal. Although W&H was no longer a union shop they would still mark certain items to appear as if they were union made- especially political buttons.

In 1959, Whitehead and Hoag was sold. The purchaser was Bastian Brothers of Rochester, New York, a long-time competitor of W&H. Because Bastian Brothers was a union shop it was often undersold by W & H. Not being able to compete with W&H’s prices they would subcontract some of their work to W&H and buy parts from them as well. When the opportunity came to purchase their competitor they did not hesitate.

There are several reasons why W&H sold out to Bastian Brothers.   In 1953, with the death of Phillip Hoag no member of the family was left on the board or in a policy making role. In addition, the company’s profitability would vary greatly making substantial money for a year or two and then operating at a loss for several years. Thirdly, was the company’s insistence on making top quality product and their refusal to advertise any other way but on their own product. In the early years, if a customer insisted that the W&H logo not appear on an item, the price was raised considerably. Maybe, in the final analysis,they failed to keep up and change with the times.

The Newark factory was closed in May of 1959. Bastian Brothers continued to use the Whitehead and Hoag name finally phasing it out in 1964-1965.

Included in this blog are a salesman’s sample case of medals and the companion brochure, a key fob with an engraving of the factory and a paperweight commemorating the 1927 opening of The United States Trust Company’s new building in Newark. Whitehead and Hoag items are avidly sought by collectors and the rarer objects are rather expensive.


15 thoughts on “The Whitehead and Hoag Company 1892-1959

  1. Hello there! I could have sworn I’ve been to this blog before but
    after checking through some of the post I realized it’s
    new to me. Anyways, I’m definitely happy I found it and I’ll be bookmarking and checking
    back often!


    1. Sorry for the delay in responding I’ve been under the weather. My understanding from what I’ve read online, is that when they were bought out in 1959 by a competitor, all records were destroyed. I have no way to confirm that. I am sure some former employee out there may know the actual truth. What is certain is that the ranks of former employees are probably quite thin by now. Their former factory is about a 1/2 mile from my house.Wish I could be of more assistance.


  2. Greetings,
    I was researching an item that I purchased at a shop in Tombstone, AZ in 2001. The item is a brass ashtray, 4 inches diameter, advertised with El Paso Coffin Company. Under the ashtray, it is stamped (engraved) “The Whitehead & Hoag Co * Newark, NJ”, which lead me to your website. The El Paso Coffin Company no longer exist and I cannot find any information on the business. I am trying to date the ashtray. Do you have any information that you can share with me?


    1. Richard,
      I get many requests asking for more information on Whitehead and Hoag. Unfortunately, there is no definitive source of information on the company and it’s products. In 1959, when it was acquired by a competitor the purchaser allegedly ordered all W&H archives destroyed. I think Whitehead and Hoag certainly deserves a book.


    1. I am so thrilled that a descendant of Benjamin Whitehead has posted on my blog. Whitehead & Hoag was the premier manufacturer of advertising novelties and they have never been surpassed or equaled! They really deserve a profusely illustrated coffee table book. If you are willing,I would like to correspond with you further. My email is Hope to hear from you.
      John Lipari


  3. I have a Whitehead and Hoag 1732-1932 commemorative coin. It commemorates the 200th anniversary of Salisbury Maryland in August of 1932. Looked everywhere and can’t find one like it. It says Whitehead-Hoag on the bottom of the coin. Any info would be helpful.



    1. Darron,
      Although the Whitehead & Hoag’s former plant is just blocks from my home, little else remains of the company’s presence here. Most of what I’ve posted on W&H has been gleaned from the internet. That having been said, there is a large field of W&H collectors out there. If you are curious about value go to eBay and type in Whitehead and Hoag. I guarantee you’ll learn a lot about their product line and current prices. I hope this helps.
      John Lipari


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