HomeObject Detail

Booklet, 'The Story of Sergeant Dan' [In Copyright]; Unknown maker; 1939 -1940; GO...

Booklet, 'The Story of Sergeant Dan' [In Copyright]
Maker Role
Maker Role
About this object
An illustrated advertising booklet telling the story of 'Sergeant Dan, The Creamoata Man'. An amended edition, it was published specifically for the 1940 New Zealand Centennial Exhibition held in Wellington.

The Sergeant Dan Story
The Sergeant Dan character was created in 1915 to help sell 'Creamoata' a cereal product of 'Fleming & Co., Gore'. Herbie Fleming, the then Gore mill manager, engaged the Auckland advertising agency 'Chandler & Co' to produce the original edition. The character's creation is accredited to Charlotte Lillian Lawlor, a New Zealand artist and writer, who was engaged by Chandler & Co . Charlotte's creation of 'Sergeant Dan' in both its narrative and graphics was a new approach to advertising. 'Sergeant Dan' being part boy scout, part boy soldier, reflected both the popularity of the scouting movement of the time and the strong patriotic sentiments of a nation at war. 'Sergeant Dan' soon became a national icon.

This booklet was based on 1915 newspaper advertisements and includes two extra pages capturing later stages of Sergeant's Dan's life.

Medium and Materials
organic, processed materials, paper
h 138 mm x w 115 mm
Date Made
1939 -1940
Place Made
Fleming & Company Limited, Gore. N.Z.
Publication Place
Oceania, New Zealand, South Island, Gore
Publication Date
Subject and Association Keywords
Art and Design
Fleming Collection
Object number


Art and Design
Business and Work
Fleming & Co

Include tags such as place names, people, dates, events and colours. Use commas to separate multiple tags. e.g. Pablo Picasso, Madrid, red, 1930s.

Copyright Licence Help
All rights reserved
+ Add Comment