This card shows Churchill in his earliest military posting, for the 4th Queen`s Own Hussars, who he joined in January 1895. By the end of that year he had been to war, in Cuba, and won two medals, though he was only there for just over a fortnight. These are usually cited as the Cross of the Order of Military Merit and the Cuban Campaign Medal.
Now the first one is usually just called the Cross of Military Merit, and it is awarded to members of the Spanish Armed Forces, the Spanish Civil Guard, or to civilians, which presumably include members of Foreign Forces.
The second one is a bit confusing but it is presumably what is known as the Army of Cuban Occupation Medal. This was an American medal, given to forces who pretty much mopped up and attempted to keep the peace after the end of the Spanish American War, between July 1898 and May 1902. Now the main grounds for believing it to be this medal is the timeline, for Churchill is recorded as getting this medal in about 1914, and it did indeed take that long to make, and to get around to presenting them.
This set was issued in 1965 to commemorate the death of Churchill, and it celebrates his life in a most spectacular way, starting with a childhood portrait, and working through all his achievements in time order. It seems, with hindsight, to have been a bit of a waste to market it at children.
Now it first appears in our original British Trade Index part II, where it is listed with a slightly different title, as "WINSTON CHURCHILL CARDS. Md. 82 x 55. Black. Nd. (55)."
This is slightly different in our updated version, where it reads : "WINSTON CHURCHILL. 1965. 82 x 56. Black. Nd. (55). Album issued. Also issued in Australia".
Before we head over there, let us have a chat about the album, and wrappers.
The first ouch is that it was not a special album for this set, it was just the standard A & B.C. album with the little box on the front cover in which you wrote the title of the set which was building inside of it. And at the bottom of each little space where you stuck the cards there was a number, and nothing more. The text was irretrievably lost once the cards were stuck down. Is this why A. & B.C. Gum cards are now so scarce and sought after?
The wrappers were also uninspiring, just a blue background with repeating lozenges inside which is what may have been intended to be the title "The Story of Sir Winston Churchill." Each packet cost 2d.
And now, off to our original Australian and New Zealand Index (RB.30, published in 1983), it is catalogued under A. & B.C. Gum as just : "WINSTON CHURCHILL CARDS. 82 x 56. Black. Nd. (55). Issued in Australia, 1965". However the heading is more useful, as that states "British Manufacturer, Series listed were distributed in Australia through Scanlens, and/or in New Zealand through Allens & Regina.". The Allens and Regina section does not mention this set, but the Scanlens one says : "WINSTON CHURCHILL CARDS. 82 x 55. Issued 1965, wrapper not studied, see A & B.C. Set ABF-31".
So does anyone out there have any of the cards, or the wrapper, of the Scanlens version? If so do get in touch.