These cards would seldom have been seen by the general smoker of the 1930s, for they were only given to tobacconists and other retailers. And it is probably for that reason that they did not make an appearance until almost the end of the final volume of our original Wills reference book part-work, as number 374 of 383. buried amongst the export issues between the set of `Purple Mountain` "Roses" and the Australian set of "Islands of the Pacific". Perhaps it was even believed that because they were so scarce, they had been issued only overseas but we know now that they were indeed issued in the British Isles.
The description of them, in that volume, reads as follows
- 374. 32. HAPPY FAMILIES (adopted title). Large cards, size 91 x 63 m/m, rounded corners. Pack of 32 playing cards, fronts printed by letterpress in colour, each member of "family" with Wills` packing over body. Backs usual playing-card design in red. Packed in special cover headed "Wills` Happy Families Cards", inscribed at foot "I.T.C.10952" with I.T.C. Clause. Presumably given away as advertisements, about 1930.
8 Families, each consisting of four cards "Mr." , "Mrs.", "Master", and "Miss" : -
Surname Package advertisement
1. Bulwark "Bulwark" Cut Plug Tobacco.
2. Capstan "Capstan" Navy Cut Cigarettes
3. Cut Golden Bar Wills` Cut Golden Bar Tobacco
4. Goldfllake "Gold Flake" Cigarettes
5. Legation Wills Legation Navy Cut
6. Star Star Cigarettes
7. Viceroy Wills Viceroy Tobacco
8. Woodbine "Wild Woodbine" Cigarettes
Some of these families are, in addition, themed, the "Star" family being theatrical, and the "Bulwark" and "Capstan" families being connected with the Navy and the sea. And it is telling that on the "Woodbine" family, Mr. Woodbine is wearing a cloth cap, for those cigarettes were inexpensive, and primarily aimed at working class people - though we know that they were also the cigarette of choice of Prince Philip`s mother, Princess Alice of Battenberg.
In addition, today, some of the cards are more sought after than others, purely because they have a sporting theme, Master Cut Golden Bar being in hunting attire, Miss Cut Golden Bar playing tennis, and, especially, Master Woodbine, who is kicking a football.