Cisco Kid - Butternut Bread Company - Promotional Advertising Mask (1949)

This original 1949 promotional mask features the legendary Cisco Kid, a wildly popular character from radio, comic strips, and later television. Distributed by the Butternut Bread Company, these masks were part of early post-war advertising campaigns that tied into children’s media heroes, encouraging kids to tune in to the Cisco Kid’s radio and TV adventures.

The Cisco Kid—portrayed as a charming and heroic Mexican caballero—was unique among cowboy heroes for his swashbuckling style, broad sombrero, and loyal sidekick Pancho. Butternut Bread cleverly leveraged this cultural phenomenon, turning a simple loaf purchase into an interactive gateway to children’s imagination. Masks like this would have been cut from packaging or handed out as premiums, meant to be worn while “playing cowboy” at home.

Origin: Butternut Bread Company (USA)

Date: 1949

Character: Cisco Kid (early TV and radio promotion)

Material: Printed paper, advertising back with broadcast tie-ins

Size: 10 ½ inches by 12 inches

Condition: Strong colors, excellent display quality