In pictures: Malta in pre-war foreign trade promotion cards

Business establishments, sometimes multinational, promoted sales by stimulating the collection instinct inherent in many consumers. Manufacturers of cigarettes and other tobacco products led the craze, from the late Victorian era to World War II. Pictorial cigarette cards, inserted in every packet sold, encouraged future sales, to fatten the collectors’ albums.

Drapkin cigarette card. Lady in 'faldetta'

Tobler chocolate stamp. Woman in 'għonnella'

A four pence Edward VII stamp on a Tobler chocolate promotion

Although the tobacco industry led the campaign (not in terms of time but by the bulk produced) other manufacturers too saw they could profit from the craze – tea, meat extracts, pasta, chocolate and other consumables. Literally tens of thousands of different trade-promotion cards were printed and distributed worldwide.

One of six Malta trade cards issued to promote Liebig meat extract.

A thriving market still exists for collectors. I am neither a collector nor well-versed in the subject but will dip in it for the purposes of these pictorial features.

This first will be based on pre-war Malta-related images inserted in sets issued by foreign manufacturers. Probably the first to include Malta in its extravagant productions was the aggressive producer of Liebig meat extract.

From c.1875, Liebig dedicated six attractive composite cards to Maltese subjects, printed in chromolithograph in several languages, to distribute in different countries. Some Liebig cards come with English, French, German, Dutch, Belgian, Italian or Spanish texts, though the Malta set is not known in all these languages.

A Liebig card showing St Lucia Steps and the Barrakka Gardens.

Except for Tobler chocolate stamps, the other pre-war trade inserts with Maltese subjects come almost exclusively in the form of cigarette cards. In size, these generally look smaller than the Leibig trend-setters, though they show competent and striking artwork. Another spread on post-war Malta trade cards produced by foreign manufacturers may follow.

A Liebig card featuring Grand Harbour and the Palace

Two landmarks in Valletta: St John’s Co-Cathedral and the Opera House

Maltese entrepreneurs also released extensive sets of collectible cigarette cards. I may also explore if I can base a Malta-to-Malta pictorial or two about them.

A Liebig Malta card showing a windmill and the Auberge de Bavière.

All cards from the author’s collections