Mental Floss columnist A.J. Jacobs has written a fascinating book called The Puzzler that will be released on April 26, 2022. The book is an explorati

The Great Rebus Craze of 1937 (Plus 4 Rebuses to Solve Yourself)

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2024-03-28 22:30:27

Mental Floss columnist A.J. Jacobs has written a fascinating book called The Puzzler that will be released on April 26, 2022. The book is an exploration of the history, science, and joy of all kinds of puzzles, from crosswords to jigsaws to the meaning of life. In anticipation of publication, Mental Floss is offering some historical tidbits inspired by the book. Here’s the first installment, on the great rebus craze of 1937.

How did Americans make money during the Great Depression? Yes, some sold apples on street corners and others became migrant farmers. But about 2 million Americans tried to strike it rich another way: By doing puzzles. Specifically rebuses, those brainteasers that combine pictures and words to reveal a solution.

In 1937, the Old Gold cigarette brand came up with an idea to spark sales: A puzzle contest. Though now mostly forgotten, the contest became a months-long national mania, one of the biggest puzzle contests in history.

Competitors had to decode a series of 270 cartoons that hid the names of famous historical figures like Harry Houdini, Millard Fillmore, and Rudolph Valentino. The winner would get a whopping $100,000 (almost $2 million in today’s dollars).