What's Happening?
A new book celebrates the Bee Hive hockey photos, a series of collectible images that played a significant role in inspiring hockey legends like Gordie Howe and Bobby Hull. These photos were part of a marketing campaign by the St. Lawrence Starch Company,
which produced Bee Hive corn syrup. The promotion ran from 1934 to 1968, with interruptions due to wartime restrictions and economic factors. The photos were distributed through a mail-in redemption system, where consumers could send in labels from Bee Hive syrup cans to receive pictures of NHL players. Over 34 years, 604 players were featured, making these photos a cherished part of hockey memorabilia.
Why It's Important?
The Bee Hive hockey photos are an important part of sports history, particularly in Canada, where they became a cultural phenomenon. They provided young fans with a tangible connection to their hockey heroes at a time when traditional hockey cards were not widely available. The photos also reflect a unique marketing strategy that successfully boosted the sales of Bee Hive corn syrup, demonstrating the power of sports endorsements in consumer products. This historical context highlights the longstanding relationship between sports and marketing, which continues to influence how sports are commercialized today.
