It’s possible to date this unusual – and possibly unique – ‘record sleeve’ to between 1936 and 1952, thanks to the mention of King George VI on the packet. The packet blurb suggests that Kelloggs have been making the cereal ‘for over 40 years’, which as they started on the corn flakes back in 1906, narrows things down further and puts the sleeve as post 1946, which looks about right for the typefaces they’re using. It is both a fascinating find as well as a frustrating one.
Frustrating because being into old packaging, an intact cereal box of that vintage would be a very collectable piece; interesting as another slant on the make do and mend culture of the times. The owner of a 78 rpm record needed a protective sleeve; rather than buy one from a shop, he or she constructed it out of an old cereal box. The card was cut to size, complete with centre hole and even a little shaped indent. It was held together and reinforced with brown gummed paper strip. Job done. Until I spotted it in a pile of otherwise unremarkable 78s and undid all that hard work!
For a couple more make do and mend sleeves made out of wallpaper, check out this page on the site.