Early years
Immediately after World War II, the company expanded into synthetic resin glues and, in 1947, the first multipurpose consumer white glue, known as Elmer's Glue-All, was introduced.[7] The glue was packaged in a glass bottle with a Popsicle stick type wooden applicator attached with a rubber band. Consumer feedback confirmed a need for an easier to use delivery method, which prompted the company to develop easy to squeeze bottles featuring a twistable orange cap, introduced in 1962. This innovation remains in use and is a trademark of Elmer's Products.[8]
Later years
Over the next few decades, Elmer's focused on expansion of adhesive products for school and home, in addition to developing a variety of hardware sealants, compounds, and caulks. In 1968, Elmer's introduced Elmer's School Glue, the first white glue that washed out of clothes. Soon, Elmer's Glue-All and School Glue would contain the same ingredients, but each retained its different packaging.[9]
In the 1970s, Elmer's also began marketing Krazy Glue, a well-known cyanoacrylate adhesive.
In response to teacher requests for an easier-to-use, no-mess bonding method, Elmer's introduced its line of glue sticks in 1983, easing application and reducing mess.[8]
In 1989, Borden, Inc., and Toagosei America entered into a joint venture partnership to manufacture, sell and distribute cyanoacrylate and anaerobic adhesives under the Krazy Glue and Aron Alpha trademarks.[10]
In 1991, Elmer's expanded into the children's arts and crafts category with GluColors, colorful products designed especially for children.
Let's Bond program
In 2013, Elmer's partnered with researcher Richard Rende, Ph.D., to explore the benefits arts and crafts can offer children in the early years of growth and development. His research revealed that creative interaction between parents and young children engaging in activities like arts and crafts not only provides immediate and lasting cognitive benefits, but also creates a unique bonding experience.[13]
Elmer the Bull
Although Elmer the Bull did not become the marketing symbol for Borden's adhesive line until 1951, he had been a familiar household name since the 1940s. Elmer was designed in 1940 by David William Reid. Reid was part of the advertising team that developed Elsie the Cow, the well-known bovine marketing symbol for the dairy division.[14] Elmer was a huge hit with the public and was frequently seen alongside Elsie and their children (Beulah and Beauregard created in 1948, and twins Larabee and Lobelia in 1957[15]) in most promotional and advertising campaigns.[8]
In 1951, Elmer the Bull was officially chosen to be the marketing symbol for all adhesives in the Borden line, and his portrait has appeared on Elmer's packaging ever since.[16]
When first introduced in 1947 as Cascorez Glue, Elmer's glue contained casein from dairy milk.[5]
