 Above: The Goodall dynasty, from left, Charles, Josiah and Montague Goodall. As a child, the founder of the dynasty, Charles Goodall (1785-1851), came to London from Northampton, and was apprenticed to J.W.Hunt, an old and established playing card manufacturer, in 1801. The Goodall business was first established in Soho in 1820, printing playing cards and message cards. The earliest cards were traditional in appearance, and resemble those of Hunt. During the 1830s the firm expanded into premises in what was then Great College Street. The main factory lay behind the terrace in a building which had formerly been a gun factory and was later used for the production of steam engines. At around this time, Goodall started experimenting with 'modernised' and other court card designs which gradually evolved into those we are familiar with today. 
Above: The Camden Works at its 1000-employee prime, producing over 2 million packs of playing cards annually. 
Charles’ two sons joined the family firm. By the middle of the century, Goodall and its younger competitor Thomas De La Rue were between them producing two-thirds of all playing cards made in England. Fifty years later Goodall and Son were leading the market with annual production of over 2 million packs. In the early 1880s Goodall absorbed the firm of Reynolds & Co., acquiring their stock and equipment. Goodall also made cards for Victor Mauger in the USA, and the designs were copied by other American manufacturers. Demand was outstripping production, and new premises were secured nearby. From the new factory in 1868 an additional range of high-quality stationery was launched, plus games, toys, fountain pens and even toilet paper. Corner indices on playing cards were introduced in 1874 under the registered name “Duplex”. New presses in 1879 added a wide choice of multi-coloured calendars, Christmas and greetings cards and almanacs to the firm's output. In around 1885 Goodall set up LONDON PLAYING CARD CO., a subsidiary outlet for lower grade cards. Goodall also produced many special Aces or Jokers for advertising. |
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ODAY nothing remains of Charles Goodall’s Camden Works, where three-quarters of the playing cards printed in Britain were produced. However, the court card faces (shown above) have become household figures in 
Above: early Jokers manufactured by Charles Goodall & Son during the 1870s-1890s. The first three were produced for the American market learn more →
Until 1862 the ‘Old Frizzle’ Ace was used. After this date the Ace of Spades became a sort of trademark, providing useful clues for dating. In 1897 the company became a ‘limited’ one, and this change was reflected in the lettering on the Ace of Spades see more →
Left: Special Joker, Ace of Spades and back design by Chas Goodall and Son, alias The London Playing Card Co., for Sanderson Bros & Newbould Ltd. Sheffield, c.1912.
In 1906 linen grained cards were introduced under the trade name “Linette”. They soon became popular for their good shuffling and dealing qualities. “Boudoir” playing cards were also introduced in 1906 in a new, slimmer size, measuring only 90x57 mms instead of 90x63mms.
With World War I the business climate deteriorated and since no successors were suitably qualified in 1922 Charles Goodall and Son was merged with De La Rue. The Camden Works were kept open until around 1929 and the Goodall name and brand names were still used until much later. Subsequently, the old buildings became run-down, were purchased by The Post Office and partially demolished in the mid 1970s.
Back Designs and Decoration
From 1820 to c.1840 Goodall cards had plain white backs. Gradually the backs became decorated. To begin with single-colour designs were produced using stars, dots, fleur-de-lys etc. In about 1850 the first pictorial backs appeared with designs of flowers, shells or seaweed in monochrome printing on a pale background. The 1860s saw the introduction of multicoloured designs, with commemorative backs first appearing in 1864 to celebrate Shakespeare's 300th anniversary and the Wedding of the Prince of Wales. Cards produced to special order featuring badges or crests of army regiments or naval establishments started appearing in the 1870s. The range of designs increased enormously in the 1880s and 1890s and some pictorial back designs were very elaborate with printing in up to 12 separate colours. A ‘Historic Shakespeare’ pack was published in 1893 featuring Shakespearean characters and decorated Aces, and a series of ‘Canadian Pictorial Souvenir Cards’ was published between c.1905-21 with different back designs and photographs of scenery on each card.
Above: various commemorative, pictorial and decorative back designs from playing cards by Chas Goodall & Son spanning the Victorian era to early 20th century.
Advertising back designs started appearing towards the end of the nineteenth century and were first mentioned in Goodall's advertisements in the 1880s. They rapidly became very popular and by 1890 were being produced in large quantities. Shipping companies, whisky distillers, breweries and tobacco companies were the main advertisers, often with a new design each year.
Above: advertising back designs from playing cards by Chas Goodall & Son.
Above: The Rameses Fortune Telling Cards were manufactured by Chas. Goodall & Son Ltd, London, c.1910. They are presented in a mock snakeskin box. Left: back design showing an Egyptian scene. Jack of Hearts: "Your dearest friend (pay attention to the cards nearest)" Reverse: "A pleasure loving bachelor; a fickle lover". The pack comprises an ordinary pack of 52 cards, plus one Joker or 'Subject' card, with interpretations printed at the top and foot of each card (click image to see more).
Over the years, because of its clarity and beauty of design, Goodall's distinctive court card pattern has been adopted or copied around the world.
Left: Goodall's double-ended designs first appeared in 1860.
Acknowledgement: Historical information about Goodall and Son has been very kindly supplied by Michael H Goodall, Charles Goodall’s great-great-grandson. Mr Goodall is writing a full history of the company and its products, and would be delighted to hear from any former employees and others who may have memories of Camden Works or possess any unusual items manufactured by Goodall.
References:
Goodall, Michael H: Chas Goodall & Son: The Family and The Firm 1820-1922, Woking, 2000
Lodge, Ken: The Standard English Pattern (second revised and enlarged edition), Bungay, Suffolk, 2010
