Rinker on Collectibles

RINKER ON COLLECTIBLES — Column #1792

Marwal Industries, LLC - A History

Peter Norton, a former employee of Marwal Industries, occasionally surfs the internet to check the secondary market prices for Marwal statues and animal figurines. During a recent search, Peter came across a “Rinker on Collectibles” question and answer column that I wrote over a decade ago in which I answered a question about a Marwal animal figurine. In the column, I noted there was very little historical background on Marwal on the internet.

After reading my column, I received an email from Peter asking if I would like to know more about Marwal Industries. I replied in the affirmative. We arranged to chat on the phone. The conversation lasted over an hour. The following is a summary.

Alexander Backer, a professor, founded Alexander Backer Company to produce inexpensive figurines and statues for decorative use in the home in 1946. The factory and office were located at 49 Junius Street, Brooklyn, New York. Pieces were marked “ABCO / NY.” The factory has been demolished and replaced with a modern, block-long, six-story residential building.

Backer exhibited his figurines and statues at the New York Gift Show, held at the time in a building (possibly the Flatiron Building or nearby hotel) located near 22nd and Fifth Avenue. Backer earned a reputation at the show for standing up on a table and lecturing to the attendees.

In 1954, a friend introduced Fred Norton, Peter’s father, to Alexander Backer. Backer offered Fred Norton a position as an independent sales representative for 11 western states. It was the first time Backer’s products were shown in these states. Fred spent his entire career representing Marwal in the western states.

Marcel Walters, a Romanian immigrant, speaker of seven languages, and accomplished musician, spent a year touring with a big band before taking a job in 1960-1961 selling IBM Selectric typewriters. After calling on Backer, Backer offered him a job as a salesman.

Walters worked for Backer for approximately two years before deciding to establish his own company to make figurines and statues. Walters named his company Marwal Industries. Marwal was a combination of letters from his first and last name.

Previously, Joe, another Backer employee, broke away from Backer and founded ESCO (Entertainment Statue Company), which later became ESCO Products, Inc. The factory was located on 59th Street in Brooklyn and later moved to New Jersey. Joe approached Fred Norton about acting as an independent manufacturers’ representative for him. Backer, with some help from Walters who was now independent, convinced Fred Norton to stay with Backer.

Backer threatened Walters with a lawsuit claiming he removed key materials when he left. The issues were resolved when Walters bought out Backer. Marwal took over the factory and offices at 49 Junius Street.

The three-story concrete building was in a run-down section of Brooklyn. The first floor was devoted to receiving supplies from packaging materials including excelsior, mold and casting supplies, and paint. The excelsior had to be constantly wetted down to prevent it becoming a fire hazard.

The second floor was devoted to shipment and storage. Marwal figurines and statues were wrapped in a plastic bag and then corrugated cardboard before being placed in a shipping container. Excelsior filled the empty spaces.

The third floor contained the office with approximately 6 employees, the molding section consisting of master molder Mateo and 2 or 3 helpers, about a dozen painters, a shipping clerk, and packers. Workers came from a wide variety of ethnic backgrounds. Males were assigned to spray paint the base color on figurines and statues. Females did the delicate painting. The most skilled females painted the eyes, especially on the Bali heads.

Backer and others visited the New York City antiques shops and elsewhere to find objects of historical significance that could be molded, cast, and painted. Fred Norton discovered the statue which became the prototype of the Bali heads in the Netherlands. When he showed it to Backer, he had no interest in it. When Walters acquired Backer, Fred showed the prototype to Walters. Walters immediately began production.

When an object was found, Mateo, the mold maker, created a rubber mold. All casting was done from rubber molds. A plaster frame was developed to hold the rubber molds so they did not distort during the casting process. The mold seam was positioned so evidence of it could easily be removed during the production process. The casting material was Hydrastone, a mixture of plaster of Paris and gypsum.

Walters did not hire outside designers, selecting the subjects for casting on his own. Joan Brower was the one exception. She designed a line of six modernish sculptural figurines that included Joan of Arc, Love’s Embrace, and The Kiss.

When based in Brooklyn, Marwal products consisted of approximately 250 figurines and statues. The lines divided into (1) traditional figures, (2) museum reproductions, (3) Oriental figures, (4) bookends, (5) Bali heads, and (6) modern sculptures. There were 11 Bali head variations. The line began with a Girl of India, Boy of India and a pair of children. Hawaiian Girl (with flower in her hair), Spanish Dancer, Japanese Geisha, and others followed. The Bali heads wholesaled for $7.50 and retailed for $15.00. The child heads sold for $5.00 and retailed for $10.00. A line of piggy banks was made for a short period of time. Marwal issued a new catalog every year as well as glossy photographs to help its independent salesmen promote the products.

After serving in the Army and spending six months in college, Peter Norton, Fred Norton’s son, went to work for Marwal in 1964. He started on the bottom floor and worked his way up, serving in every department except casting and painting. In July 1964, Peter was offered the job as Marwal’s manufacturer’s representative for Idaho, Montana, Oregon, Utah, and Washington. He worked closely with his father Fred who was based in Los Angeles.

Marwal had no full-time sales force, instead using commissioned-based, independent manufacturers’ representatives, many of whom represented multiple lines. In addition to a permanent Marwal showroom at 225 Fifth Avenue in New York City and Dallas, the independent manufacturers’ representatives had showrooms in Chicago (Merchandise Mart), Cleveland, Kansas City, and Los Angeles. In addition, Marwal was represented at gift shows across the country. Fred and Peter Norton manned Marwal booths at the Denver, Los Angeles, Portland, Salt Lake City, San Francisco, and Seattle gift shows.

Marwal’s independent manufacturers’ representatives sold to drug stores, gift shops, hardware stores, florists, and large department stores such as E. J. Korvette and May companies, J. C. Penny, Montgomery Ward, and Sears. Marwal products never made it into merchant stamp redemption catalogs. Every store in San Francisco’s Chinatown carried Bali figurines and heads.

In late 1973, Marcel Walters decided to move Marwal Industries, LLC, to Hialeah, Florida. Florida was a right to work state, and Walters was offered financial incentives to make the move. Marwal Industries was a union shop in Brooklyn. When the union boss urged employees to strike, Walters spoke to his workers in a multiple of languages. First, he told them if they struck, there would be no Christmas bonuses that year. Second, he informed them there was a job for anyone willing to move to the new Florida location. Mateo, the head of production, and a number of casters moved to the Hialeah area.

Shortly after arriving in Florida, Walters began making a line of painted, synthetic plastic animals. The giraffe was almost three feet tall. Many approached 30 inches in height.

Marwal Industries began encountering slacking sales in the mid-1970s as decorating styles and tastes changed. Further, there was a problem with the paint adhering to the plastic over time. Fred Norton represented Marwal until his death on May 5, 1984. Marwal ceased operations shortly thereafter.

Marcel Walters retired. A charismatic personality, he became a member of the Miami Symphony during his retirement.

My special thanks to Peter Norton and his deceased father Fred, who Marcel Walters identified as the “Plaster Masters."

Harry L. Rinker welcomes questions from readers about collectibles, those mass-produced items from the twentieth and twenty-first centuries. Selected letters will be answered in this column. Harry cannot provide personal answers. Photos and other material submitted cannot be returned. Send your questions to: Rinker on Collectibles, 5955 Mill Point Court SE, Kentwood, MI 49512. You also can e-mail your questions to harrylrinker@aol.com. Only e-mails containing a full name and mailing address will be considered.

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