When Scrappy Was Unavoidable

As we’ve seen before, the Film Daily frequently reported on Columbia’s untiring efforts to merchandise Scrappy. It published several stories on the ultimate Scrappy promotion, the Scrappy Puppet Theater. In this one, from September 16, 1936, Columbia’s campaign starts out sounding ambitious — and by the end, with its mention of “armies of children” whose entire existence is defined by their consumption of a never-ending Scrappy promotion, it sounds downright terrifying.


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