The Noble & Cooley company has survived the challenges of many economic upheavals since it's founding in 1854, whether from wars, recessions or changes in trade policy. Few economic events have tested the country as much as The Great Depression which essentially began with the stock market crash of 1929 and lasted until the beginning of World War II.
One of the more common questions posed by visitors during NCCHP museum tours is, "How did Noble & Cooley manage to survive the Depression years?" Because the tour is usually given by a direct descendant of company co-founder James Cooley, the answer is as much family history as it is company history.
In fact Noble & Cooley did well during the Depression, at least compared to the majority of companies. Christmas had a lot to do with that survival. Parents had very little money to spend on gifts. For many even one gift required a serious sacrifice. There were few social safety nets so "doing without" meant exactly that, right down to the basics of life. At the beginning of the Depression many banks were not part of the Federal Reserve system so when the banking crisis struck people could suddenly find themselves broke. There was no Federal unemployment protection until 1935 so when your job disappeared, your income went to zero. Unemployment exceeded 20% and for those who were not already unemployed there was constant fear that they would be next. It is unimaginable by today's standards.
The result was that if parents could afford that one gift they wanted it to be something large but inexpensive. They wanted something that would make a big impression when it was wrapped and sitting under the Christmas tree. A toy drum offered the perfect solution. Big, inexpensive, flashy. Not to mention interactive. Kids would be able to make big noise with their new drum! What healthier statement can one make than to happily bang on a toy drum in the face of the gloomy economic conditions and family stresses that surrounded children in the 1930's.
And that's the story of how Noble & Cooley survived the Great Depression. For better or worse the days of giving toy drums for Christmas are pretty much a matter for the history books but N&C still makes a limited number of toy drums at the factory in Granville and there are still kids who enjoy them as gifts. There will always be "future drummers" and those who just want to grin and bang on a drum. As for The Great Depression, we are thankful for "The Greatest Generation" who lived through that time and whose strength and character shaped the best aspects of the world we live in.
For a 1938 photo and list of Noble & Cooley employees CLICK HERE.
