Melmac Dinnerware 1962 Christmas Department Stores

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We know the fun melamine of the fifties is never ending, but what about the 1960's? Yes, indeedy, it was still going strong.  Just imagine, living back then and nearing the holidays. Not having Amazon or Ebay , or Etsy to search on, you would have quite possibly enjoyed a coffee or tea and then having opened a Reader's Digest.   

This look screams 1962*. Set of 5 plates $8 @ RiversideTradingCo on Etsy.

An old marketing book refers me to this:   "The Melmac® Dinnerware spread in the Reader's Digest's 1962 gift insert was a huge success".  This was reported by a gentleman by the name of Ernest K Hunt, who was the Merchandising Manager in the Plastics and Resins Division of American Cyanamid in 1962.  He was indicating that inside brochures are often ripped out and taken (with) by smart shoppers. 

Melmac Patterns from 1962: Lots of flowers and wheat, thinner styling.

Melmac Patterns circa 1962

I can only imagine from this, that housewives rushed out to buy (quite possibly for themselves) a new set of superior melmac dishes.  Perhaps they ripped out of the insert and handed it direct to their husband so he would bring home the most perfect gift.   When I see old melamine dinnerware, right away I notice the dishes of the 60's appear in a different color palette and different thickness of the original. Perhaps many manufacturers decided to cut the original bulky designs of the 50's and / or production costs were higher for the materials.  

However, I love the names, and some manufacturers I don't see often: 

• Golden Glory by Royalon
• Floating Leaves by Stetson
• Whispering Pines by Harmony House
• Sunburst by Lenoxware
• Rambling Rose by Brookpark
• Autumn Glory by Newportware
• Windblown by Kenro
• Folklore by Oneida
• Summer Idyll by Miramir
• Enchantment by Metro
• Curry by Durawear
• Dellwood by Prolon
• Mayan by Texasware
• Regal Leaves by Mallory

An insert from 1962 from a Magazine, to show you some 60's designs.  

According to one magazine, The Department Store Economist  already trained their salesman hard in January 1962 store associates were ready in the beginning of the year for that coming holiday.  They write "Of course you have to have a good display of Melmac quality dinnerware on your shelf...where its beauty will catch a woman's eye as she passes by. (Allow about 2 seconds for those attractive patterns to turn her head ...stop her dead.) "   The book goes on to indicate that you have a 58 second sales pitch including answers to popular questions. 

Amazing 60-ish* wheat design by Boonton Molding Company in Somerset Style, find this whole set 41 pcs for $78 at shop FromtheSeller on Etsy.

Note: * The designs  noted with * above are not guaranteed to be 1962, but are reminiscent of the look of 1962 based on ads and brochures available.

Oneida Melmac Kids Melamine History Value

Oneida Peter Rabbit Bowl available at MollyFinds

The town of Oneida, is located between Utica and Syracuse in New York, Oneida is one of the companies who has stood the test of time. Sadly in 2005, it's products would no longer produced in the USA as they had been dating back to 1881. I had the pleasure of visiting their factory outlet store in Oneida prior to the transition to overseas operations.

This is a super rare Oneida Deluxe covered sugar bowl boasting kiddie logo available at Posh Rock Vintage. 

It was interesting to see the factory rejects, seconds, and overruns that had been produced in the good old USA. From ceramics to glassware to it's flatware,  the outlet store had it all. Oneida Limited originates from the 1800's religious Oneida Community, it's claim to fame no doubt it's silverware and utensils. Oneida produced everything from wartime parts and weapons to medical forceps. No easily accessible records exist as to when Oneida decided to move into the melamine market-although proof exists of them mass producing full size dinnerware from the 1960's to the 1980's. Much you read about the company's history is unclear and although I've written to them several times over the years I pretty much gave up.

My Opinion: Oneida Transitioned into Melmac Because of Kiddie Sets

Truth be told, the research I have done indicates that Oneida did much advertising of their kid's boxed melmac sets prior to their full sets--which of course included a boxed set with their children's flatware.  Perhaps this is an indicator that their transition into melamine dinnerware could have started here.  The kid's sets were very popular and marketed with fairy tales and popular characters coupled with kid's flatware. One of the earlier designs is this Bozo-lookalike clown.

Ad from August 1960 shows the kid's sets--here a clown set which looks like a Bozo clown. Cost: $4.95

Oneida saturated the market with children's sets.  They used popular characters Holly Hobbie (American Greetings), Raggedy Ann and Andy (Bobbs Merrill), Wizard of Oz,  The Three Bears, and lots of fairy tale designs. You'll find everything from the unknown to  Puss in Boots which (suggesting they started production in at least 1960), continued for over three decades in the US alone.

In 1962, a manual on Home Economics for teachers and students talks about Oneida's "new melamine". Could this be a reference to regular size dinnerware hitting the shelves? I'm not sure.  It could have existed before, but when you look at full size designs you'll see many patterns indicative of the 60's and 70's.  It is my opinion if you ask me which came first the children or the egg, it's the children.

Here is a nice example of a full Oneida kid's set dating back to 1969 - available at heckamom

1978 General Mills Wizard of Oz? Plate (General Mills) by outofthepinksky

What is the collectible value and worth of Oneida melamine children's ware?

Market:   You have children's dinnerware collectors and melmac collectors both wanting them. Silversmith collectors may be looking for boxed examples of early children's silverware making boxed sets hard to find. Not to mention the children of the 1960's and 1970's may want to have a set like they had when they were little.

QueenChlorine offers this Puss in Boots bargain $5, it does have scratches but is adorable nonetheless.

Value: Truth be told the kiddie sets were mass produced, but finding them in mint shape are challenging.  It appears more plates and bowls have survived than mugs, probably thanks to Junior throwing them across the room and their handles breaking off.  Obviously a mint in box kiddie set would fetch more than anything, and early and original paperwork will be sought after by the markets above, making their value under-timed.  Currently on Etsy, you can acquire bowls and plates which show little wear for average of $18 each. More scratching, fading, or more popular designs sometimes fetch between $6-$12 per item.  Rare is the covered sugar bowl above.  Mugs generally fetch $8-$20 based on design. Assembling a set like you had when you were a kid (near mint) may run you $30-$60 or up if you have to piece it out .   Perhaps the memories of eating on the dishes back when you were little, mom cooked, and life was easy is simply priceless.

This post is sponsored by Kitchen Wall Decals. Make sure to visit them for cool and retro designs to spunk up your kitchen. It it advertisers like them who keep me writing and motivated to bring you this free information so make sure to visit them and find all kinds of peel and stick wall decals to make your room transform into something cool. They have everything from coffee cups for the kitchen to cool vintage planes for your kid's room. Check them out!

If you liked this Oneida melmac post, you may also enjoy reading:

The Oneida Story
All My Posts on Oneida