Roaring
Ahead Following a brief recession, Lionel entered an era
of unprecedented growth. People wanted to forget the war and
indulge in life's pleasures — and more of them could
afford luxuries like toy trains, thanks to easy credit. Cowen
was among the finest practitioners of modern advertising.
Lionel ads appeared nationally in newspapers, boys' magazines,
and "Grown-up" publications like The Saturday Evening
Post. Cowen got endorsements from celebrities, and even started
a Lionel radio show. Slogans such as "Lionel: The Father
and Son Railroad," and "Real enough for a man to
enjoy — simple enough for a boy to operate," were
the first of many to pitch family themes. Meanwhile, Lionel's
fabulously illustrated catalogs became children's cherished
"wish books." The products they portrayed —
like the No. 402 electric engine, the Hellgate Bridge, and
the No. 840 Power Station — grew ever more elaborate.
Working accessories — including crossing gates, highway
flashers, and traffic warning bells — became more and
more lifelike. This was a golden age for Lionel, but like
the Roaring Twenties, it wouldn't last.
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