Professional Documents
Culture Documents
The very first chess set I owned was from the In an interview years later, Lowe recalled that
E. S. Lowe Company. It was a Renaissance chess set moment: “I cannot describe the sense of elation
I bought with my own money when I was about which that girl's cry brought to me, all I could
twelve, maybe thirteen, years old. I used that set think of was that I was going to come out with
for years, even using it to teach my own children this game and I was going to call it Bingo.” 1
how to play the game. So, while the stories A parish priest of a Catholic church in
about the games that made E. S. Lowe a success Wilkes-Barre, Pennsylvania saw the fund-raising
are well known – he apparently loved telling potential for the game and asked Lowe to
them himself – and though those stories had expand the game to allow more players, without
nothing to do with chess, for me, chess sets and allowing more winners. With the help of a
Lowe have always seemed synonymous. Granted, nearby college mathematics professor, Lowe
though the sets may be average and mass- delivered on the priest’s request and suddenly, he
produced, they still contain a lot of nostalgia. had a winner. By now, so the story goes, Lowe
had quit his job and started his own toy
Right Place, Right Time, Right Game company.
They say timing is everything, and that may Whichever story is true, the timing that night
have never been truer than for Edwin S. Lowe. couldn’t have been better for Lowe, because by
Whether his timing was good – or bad – 1934, it was estimated 10,000 games of Bingo
probably depends on which story is told. were being played across the United States each
One story has Lowe the owner of a fledging week, and Lowe's company had 1,000 employees
toy company he started in 1928 with $1,000 and working around the clock cranking out bingo
two employees. That would have made him games in an effort to keep up with the demand
barely 18, freshly graduated as valedictorian of (it was said that during this time his company
his class from Jamaica High School in Queens, was using more newsprint than the New York
New York. If this story is true, then his timing Times). According to one record, while Lowe
may have seemed pretty bad, as just a few “…was never able to trademark the word bingo,
months later came the Market Crash of 1929 and he still became the dominant player in the
the Great Depression and Lowe would have very industry and made even more money selling small
quickly found himself struggling to save his plastic chess and checkers sets.”2 (italics added) The
company. The other story has Lowe a 19-year- latter story, by the way, is the one referred to in
old toy salesman simply struggling to make a his obituary, making it seem the more creditable
living. Either way, events had Lowe on the road of the two.3
at the right time at the right place for the right Lowe’s ;invention; of the game Yahtzee was
game because, while traveling through Georgia another case of the right place, right time, right
one late December night in 1929, Lowe came game when, around 1956, a wealthy couple asked
across a country fair where a very popular game him to produce a game they had invented and
by the name of Beano was being played. Sensing played with friends on their yacht, called –
a possible winner, Lowe inquired about the creatively enough – The Yacht Game. In exchange
game, learned it had originally come from a fair for 1,000 free games to give to their friends and
in Germany, bought some of the game cards, families, the couple gave the rights to the game
and returned home to New York. With some
cards of his own and some dried beans, he 1 Eisler, Kim Isaac. Revenge of the Pequots. How a Small Native
introduced the game to friends. One woman, 2 Eisler, Kim Isaac. Revenge of the Pequots: How a Small Native
seeing she had won, got so excited, she couldn’t American Tribe Created the World's Most Profitable Casino, Simon &
remember to yell Beano and yelled Bingo instead. Schuster, New York, 2001.
3 Newsday (Combined Editions) Long Island, NY, Feb 25, 1986. p.07.
History of the E. S. Lowe Company
to Lowe. He renamed it Yahtzee, introduced it to Lowe sold chess sets, and the highly publicized
his friends in the same way he had introduced Fischer-Spaasky matches suddenly sent sales
Bingo, waited for word to get around, and once soaring. Other products started selling better as
again had a winner on his hands. During Lowe's well. By the time the parent company was ready
ownership, over 40 million Yahtzee games were to move the shop two years later, E.S. Lowe's
sold in America and around the globe. The annual sales had jumped from $6 million to
game has maintained its popularity. According about $23 million.5
to current owner Hasbro, 50 million Yahtzee Not bad for selling small plastic chess and checkers
games are sold each year.4 sets. And don’t forget – this was in 1970’s
In 1973, Lowe sold his company to Milton dollars. Incidentally, the managers at the new
Bradley for $26 million and involved himself in parent company were unable to find a single job
other pursuits – such as producing plays on for that New York crew and O’Konski ended up
Broadway and buying a 322-room motel, called quitting the company in disgust. Just a few years
the Tally-Ho Inn, in Las Vegas. Ironically, later, MB itself was bought out by Hasbro.
though he was the one who introduced Bingo to Karma? Maybe. Unfortunately, my requests to
the world, gambling was not allowed at the hotel, Hasbro asking for information on the histories or
and it failed a few months later. It eventually products of either of these companies have met
became the site of the Aladdin Hotel and is with little interest. Their standard response is to
currently the site of Planet Hollywood Resort say they never answer questions in regard to past
and Casino. products, etc., and suggest enquiring elsewhere,
By now some (well, maybe most) may well be such as from game collector sites, etc.
wondering what any of this has to do with chess.
Well, considering how successfully the games of Now, About Those “… Small Plastic
Bingo and Yahtzee sold gives much greater depth Chess… Sets”
to the scope of the statement made in Eisler’s Even though Edwin Lowe started his
account that Lowe’s company made even more company – at the very latest – in 1930, the
money selling small plastic chess and checkers sets. How earliest I can establish chess sets being sold by
much so? Well, an article on CNNMoney.com the Lowe Company is 1945; based on the
gives an inkling of the answer to that question. copyright dates found on the instruction sheets
While focusing on the burnout and dropout rate included with their sets. In fact, if one were to
of many executive managers in corporate use copyright dates as a form of dating, it would
America, the article gives the interesting ex- seem every chess set ever sold by Lowe had to
perience of one T. Robert O’Konski, as follows: have been sold during three particular years:
“Because it is much easier and cheaper to buy 1945 – almost every set sold by Lowe seems to
a successful product than to develop one in the have that copyright date, 1959 – the copyright
toy and game industry, major players like Milton date given the Renaissance chess set, and 1974 –
Bradley constantly zero in on small shops that when new copyrights evidently became necessary
have hit it big with a winner or two. One of the due to Milton Bradley’s new ownership of the
company's targets was E.S. Lowe, a New York Lowe company. Of course, that wasn’t really the
toymaker that sold the perennially popular game case, but the chess sets sold by Lowe remained
Yahtzee. Milton Bradley bought the company in unchanged for many years – the sets sold in the
1973, and O'Konski was sent down as a 1960s and 70s were the same as those sold in
caretaker until the business could be folded into
the corporate operation back up in
Massachusetts. O'Konski discovered that he had 5Breaking Away To Go On Your Own. Call it the new corporate brain
drain: More good managers, fed up to here, are walking away from
inherited a smart, motivated sales force …E.S. careers with big companies to try busi-ness without a boss
http://money.cnn.com/
4 http://en.wikipedia.org/wiki/Yahtzee magazines/fortune/fortune_archive/1990/12/17/74471/index.htm
3
1945 or 1959, which evidently created little need Some Sample Chess Sets
for new copyrights. No. 804:
Still, from the little information I have 2¼” King
gleaned so far, there were at least a few different Ivory & Red
styles, sizes and materials used in the chess sets Ivory & Black
sold by the Lowe Company, but as far as Marbled Ivory & Marbled Black
numbers are concerned, ie: actual number of Marbled Red & Marbled Black
models offered, total volume of chess sets sold,
No. 815:
total dollars in sales, etc. – none have been
2½” King, Magnetic
forthcoming. For a company to have had such
Ivory & Black
significant sales over the years, just in chess sets
alone, makes me think the company must have No. 841:
made some kind of an impact on the American 3¼” King
world of chess. But can that impact be Ivory & Red
measured? How many different styles and sizes Ivory & Black
of chess sets did Lowe offer during the Marbled Purple & Marbled Pink
company’s history? And while the company Catalin with Presentation Case:
primarily offered plastic chess sets, it also sold 3¾” King
sets made of Bakelite and wood. Were any other Ivory & Red
materials used/offered by the company? How Ivory & Black
did the sales figures for chess sets compare with
No. 831: ANRI Renaissance
the sales figures for the company’s other games
4” King
and products? What kind of arrangement
White & Black
existed between Lowe and the Anri Company of
Gold & Silver
Italy – a company famous for high quality wood
carved products – to make Anri willing to No. 833: ANRI Renaissance
associate their name with the plastic Renaissance 4¾” King
chess set sold by the Lowe Company? White & Black
Also, did Lowe manufacture the sets it sold; Gold & Silver
were they supplied by outside vendors, or No. 835: ANRI Renaissance Coronation
perhaps a combination of the two? For 5” King
example, The Embossing Company manufactured a White & Black
series of pocket games, such as “Dominoes”,
No. 2506: The Crusader
“Time Puzzle” and “Bottoms-Up”, that it not
4½” King
only sold under its own name, but also supplied
‘Tan’ & ‘Brown’
the games to both the Drueke and Lowe
companies to sell under their own label – Lowe No 842: Travel Set
sold the series under the name ‘Bookshelf of White & Black
Games’ 6 . I have seen a Lowe ‘Bookshelf of White & Red
Games’ chess set (vol. 524), so it would seem Travel Sets: Various designs/packaging
safe to conclude chess was among the games
With the exception of the Catalin sets, the sets
manufactured and supplied by The Embossing listed above were sold with various options:
Company, but sold by Lowe. The above are all weighted, unweighted, felted or unfelted.
examples of information I hope becomes
available and/or confirmed in the future. Lowe also sold wood chess sets. However,
every example of wood chess sets sold by Lowe
appears to have been imported from France,
6 http://members.aol.com/jwmeredith/ embbook
primarily from the Lardy Company.
History of the E. S. Lowe Company
Presentation Case
No. 831
No. 832
No. 835
History of the E. S. Lowe Company
Ad showing
interior of the
Bookcase Style
set (right). The
pieces are the
same as those
used in No. 842
Actual ‘Book-
case’ Exterior
(left)