Goblin - Downyflake Doughnuts - Promotional Advertising Paper Mask (1930's)

This scarce survivor from the 1930s is a whimsical Goblin advertising mask issued by Downyflake Doughnuts, one of North America’s most beloved early doughnut chains. Distributed as a giveaway to children, the mask doubled as both a playful costume piece and a clever piece of branding. The reverse side carries the cheeky printed slogan:

"Ask Mother for Downyflake Doughnuts … Oh boy — but they’re good!"

The front features a hand-illustrated goblin face, wide-eyed with mischief, designed to catch a child’s imagination while slipping the brand into family life at the breakfast table.

Date: 1930s

Sponsor: Downyflake Doughnuts

Character: Goblin (promotional tie-in)

Size: 4 inches by 14 inches (strip mask style)

Condition: Original vintage advertising mask, printed promotion intact

Historical Background:
Downyflake Doughnuts was founded in the early 20th century and grew rapidly through the 1920s and 30s, with shops across the U.S. and Canada. Known for its slogan “Oh boy—but they’re good!”, the brand became a household name during the Great Depression, when affordable indulgences like doughnuts offered small comforts. Stores like the one pictured in Sunnyside, Toronto (shown in historical photos) became neighborhood staples.

These paper masks were part of a broader marketing push that leaned heavily into family-focused promotions—tying delicious treats to fun giveaways. Children were encouraged to “ask Mother” for Downyflake products, embedding brand loyalty at an early age.