I (Heart) Wacky Packages
Thanks to Topps Chewing Gum, I became aware of the power of successful branding long before I made a career out of it. But instead of analyzing the “art” of advertising, I studied the science of lampooning advertising, which was way more fun, and instructional, too. I learned at the Temple of Wacky Packages, the juvenile, scatological and violently rude and funny little stickers Topps sold, with gum, at candy counters across the US during the 1970s and ’80s. This work was way ahead of its time, before Conan and Letterman started riffing on products, packaging and advertising on a nightly basis. 
The satire was cutting, and the artwork gross and brilliantly painted. It was inspirational, and subversive, produced at a time when the status was quo, and there were still seven words you couldn’t say on television. 
Now there’s an amazing collection of the original artwork and stickers themselves, published by Harry Abrams, with text by Art Spiegelman, the Pulitzer Prize-winning artist. Before he created the ground-breaking Maus series, Spiegelman interned at Topps, where he created the Wacky Packages, writing most of the copy and commissioning the best of Mad Magazine’s artists to illustrate them. Talk about an all-star lineup.
The book is a great reminder not to take ourselves too seriously. And it’s also a reminder of the temporary nature of consumer products–a bunch of the brands they make fun of are no longer around. One last thing–the book is brilliantly designed; check out the binding art. It should be on every brand manager’s (and art director’s) shelf . . . 
May 15th, 2009 at 10:15 am
Tom,
Thanks for the trip down memory lane. Those wacky packs were awesome. I can remember talking with my friends about them. Ahhh, the good ol’ days. :)
May 15th, 2009 at 11:08 am
I had a “Mess Clairoil” Wacky Packages T-shirt in the ’70s—I thought it was the coolest!
July 9th, 2009 at 12:52 am
Greetings, my name is David Gross. Topps will be putting out a NEW Wacky Packages set this summer (most likely in August). I did all the writing and painting for this set as well as planning out the concept for the set. I painted about half of the All-New Wacky Packages that came out in recent years and did some new Garbage Pail Kids as well. The set is chock full of extras including Jay Lynch sketch cards (Lynch was one of the writers for the original Wackys). EVERYONE that buys a box will get a sketch card. The sets are designed to be like a 17th series of the original stickers which will parody 1970s products that Topps had not done at that time. All new artwork in EVERY series, no reprints. 33 stickers each set with 9 piece old school style checklists, boxes and wrappers. I have promos and fliers available on Ebay for anyone interested (see ebay seller salandrei). These are available at no profit for me, just covering costs. More info to be announced soon so you can keep visiting www.toppsonlinestore.com. Long Live Wackys!
Thanks!