t the time circumstances were favourable in that in 1922 Charles Goodall & Co. Ltd were absorbed by Thomas De la Rue thus leaving only one major competitor. Playing cards had become more popular during World War I and there was now a great demand. The artist William Barribal was contracted to work for Waddington's and Barribal packs were being made in 1928. Other artists included Lucy Dawson, Harry Rountree, Tony Gibbons, Paul Brown, Rowlandson and G.D. Armour.

Waddington's began their 'Beautiful Britain' series depicting scenes of seaside, rural and historic resorts in 1924. This was first subsidised by the Great Western Railway company and later by the London and North Eastern Railway company, continuing until 1956.

uring 1926-27 a new factory was built for the manufacture of standard one colour back playing cards. Reel printing was introduced, with photogravure backs and rotary letterpress pips and court cards. At that time a good quality pack of cards cost only 9d. which included 3d. excise duty wrapper.

n 1926 the General Strike threatened production, but the workers took no notice of this and brought bedding into the works in order to carry on working uninterrupted. Billiards and other recreations were provided, and the workers camped in the factory. In 1929 the production of circular cards was started and these were very popular. They were introduced to the USA where sales were beyond expectations.

Above: RIO RITA radio talkie-musical playing cards
double boxed set, made by John Waddington Limited c.1929

n 1933 'Lexicon' was launched, in a tuck box, at 1/9d per pack. Initial sales were nil, and so the game was repackaged at 2/6d and sales boomed, up to 1000 packs per week. Click here to view 1933 Trade Brochure. In 1934 the rights for 'Monopoly' were won, which has produced about half a million pounds' sales each year since then. In 1935 Ormond Printing was obtained, which meant that playing card production could be delegated to Eire.

In April 1940 the supplies of playing card board were cut off when Norway was invaded. Churchill requested that playing card manufacture be maintained at any cost, so as to provide distraction during the endless hours of boredom in the trenches. Packs from this time have lamentable artwork on the courts because all the key personnel had been redeployed.

2 jokers were introduced into packs of playing cards when 'Canasta' became fashionable, in around 1953. During the 1960s Waddington's bought La Ducale and then B.P. Grimaud, and in 1971 took over Alf Cooke. This acquisition enabled Waddington's to upgrade their antiquated machinery and thereby to achieve higher quality production. In 1974 the leek was added to the ace of spades.

Over the years, John Waddington Ltd became a highly diversified group with several factories specialising in particular areas of printing - packaging, stationery, advertising, plastics, security printing, postage stamps and, of course, playing cards.

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