The lunch box as we think of it today was born in 1935. That’s when a Milwaukee, Wisconsin, company called Geuder, Paeschke, and Frey licensed the likeness of a new cartoon character named Mickey Mouse for the top of its oblong-shaped “Lunch Kit.” The metal container was sealed at the top with a loop of stiff wire that doubled as a handle.
From that moment on, placing a character of any sort on the side of a lunch box (or lunchbox, as it is often spelled) became the standard for the lunch boxes children toted to school. Before long, the signal a lunch box sent to your peers could mark you as a cool kid or a dork, depending on if your PB&J was packed inside a Mike Mercury’s Supercar Orbital Food Container (Universal, 1962) or a Jonathan Livingston Seagull lunch box (Aladdin, 1973).
After blazing the licensed-lunch-box trail in 1935, Disney would go on to produce two-handled picnic-basket-shaped lunch boxes with Owens Illinois in the late 1930s and early 1940s. Many of these featured characters from “Pinocchio” and "Snow White” on red backgrounds.
In the 1950s, lunch boxes were produced in rectangular shapes and in domed versions. Increasingly, each lunch box was sold with a matching Thermos (although not all of these vacuum flasks, as they are generically known, were made by the Thermos company).
ADCO made a Disney lunch box with Mickey on one side and Donald Duck and his mischievous nephews on the other. That 1954 lunch box is highly prized by collectors—Aladdin’s “Mary Poppins” lunch box from 1965, alas, is not. Aladdin’s bright yellow, dome-topped Disney School Bus, however, was on the market from 1961 until at least 1973, selling as many as nine-million units during that profitable period.
Television characters and movie heroes proved perfect fodder for lunch boxes and their matching drink containers. Aladdin made Hopalong Cassidy lunch boxes throughout the 1950s, while American Thermos made nine styles of Roy Rogers lunch boxes between 1953 and 1957. During the same period, kids were also given space-age choices such as Aladdin’s “Tom Corbett Space Cadet” boxes in red or blue (1952).
The 1960s were even better for space imagery, from the imagined, cartoon future of “The Jetsons” (Aladdin, 1963) to the domed “Star Trek” containers made by Aladdin in 1968—these lunch boxes are much sought-after by Trekkies and lunch-box collectors alike...
Of course, not all lunch boxes were made out of metal. Companies made vinyl lunch boxes, too, which were basically shower curtains wrapped and sealed around pieces of cardboard. Needless to say, these flimsy products did not stand up well to being dragged to and from school every day for a year, which is why finding a vinyl lunch in good condition can take some doing.
Echoing, perhaps, the look of vinyl go-go boots, many vinyl lunch boxes from the 1960s featured pop stars on their outside surfaces. Especially collectible are lunch boxes emblazoned with likenesses of the Monkees (King Seely, 1967) and the Beatles (Air Flite and Standard Plastic Products, 1964; Aladdin, 1965).