Tom Mix (Straight Shooters) - Ralston Wheat Cereal - Paper Mask with Kerchief (1934)

In the early 1930s, Ralston Wheat Cereal became one of the first cereal brands to tie its marketing directly to the exploding popularity of radio programs. At the center of it all was Tom Mix, the legendary silent-film cowboy who transitioned into radio stardom with his Straight Shooters program (1933–1950). Millions of children tuned in daily, and Ralston quickly capitalized by offering premiums and mail-away items that tied breakfast time to the Wild West.

This rare surviving premium set — issued in 1934, during the program’s earliest and most influential years — includes a Tom Mix paper mask and the original Ralston kerchief (bandana), printed with cowboy and horse imagery, stylized “TM” logos, and classic Western motifs. The bandana is signed in print “Best wishes, Tom Mix,” adding to its authenticity and nostalgic charm.

Why it matters:

Among the earliest known branded cereal masks, predating the post-war boom in cereal-box cutouts.

Tied directly to the Straight Shooters show, one of the most successful children’s radio programs in history.

Cross-promotion between radio, Hollywood, and cereal boxes helped establish the template for future licensing (a model later perfected by Kellogg’s, Post, and General Mills).

Surviving examples with both mask + kerchief intact are extraordinarily scarce.

Details:

Year: 1934

Issuer: Ralston Wheat Cereal, via mail-in premium offer

Mask size: approx. 12" × 14"

Kerchief size: approx. 16" × 16"

Condition: Light discoloration and age spotting consistent with its 90-year age, but intact and highly displayable.