Books and Merchandising
Cantor's popularity led to merchandising of such products as Eddie Cantor's Tell It to the Judge game from Parker Brothers. In 1933, a set of 12 Eddie Cantor caricatures by Frederick J. Garner were published by Brown & Bigelow. These advertising cards were purchased in bulk as a direct-mail item by such businesses as auto body shops, funeral directors, dental laboratories and vegetable wholesale dealers. With the full set, companies could mail a single Cantor card each month for a year to their selected special customers as an ongoing promotion. Cantor was often caricatured on the covers of sheet music and in magazines and newspapers. Cantor was depicted as a balloon in the Macy's Thanksgiving Day Parade, one of the very few balloons based on a real person.
In addition to Caught Short!, Cantor wrote or co-wrote at least seven other books, including booklets released by the then-fledgling firm of Simon & Schuster, with Cantor’s name on the cover. (Some were "as told to" or written with David Freedman). Customers paid a dollar and received the booklet with a penny embedded in the hardcover. They sold well, and H. L. Mencken asserted that these books did more to pull America out of the Great Depression than all government measures combined.
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