A Toy in Every Tin | The Magical World of Cadbury’s Cococubs
If you’ve ever held a tiny lead figure in your hand—perhaps a monkey with a mischievous grin or a duck in a dazzling hat—and felt a flicker of childhood wonder, you’ve likely discovered the world of Cadbury’s Cococubs.
In this blog post, we’ll explore the captivating history of these iconic collectables: how they came to be, the charming characters that brought them to life, the legendary Cococub Club, and why they still hold a special place in collectors’ hearts today. I’ll also be sharing a carefully curated selection of original Cococub items shortly available at Love Nicki x
The Cadbury Story | From Cocoa Shop to Global Favourite
Cadbury’s journey began in 1824, when John Cadbury opened a small grocer’s shop on Bull Street in Birmingham, selling cocoa and drinking chocolate. A devout Quaker, John believed in ethical trading and providing wholesome products to improve health and wellbeing.
His sons, Richard and George Cadbury, took the reins in 1861, and by 1879, they had established the Bournville factory—a revolutionary concept that included a purpose-built village offering better living conditions for factory workers. It was a bold move driven by strong social values.
Cadbury went on to create some of Britain’s best-loved chocolates, including Dairy Milk (1905) and Milk Tray (1915). The brand’s dedication to quality and innovation helped it become a national favourite. Today, Cadbury is a global brand owned by Mondelez International, but its legacy is still deeply rooted in Bournville, where production continues to this day.
1934 | The Birth of the Cococubs
By the early 1930s, Cadbury’s faced increasing competition in the cocoa market. In a stroke of marketing genius, they launched a campaign in 1934 designed to win the hearts of children and families, “A Toy in Every Tin.”
Every tin of Children’s Bournville Cocoa came with a free Cococub—a delightful lead figurine that turned a simple shopping item into an unforgettable treat. The first release included 15 figurines, but the collection grew to a total of 32 characters.
The Cococubs were the creation of artist and illustrator Ernest Aris, known for his charming animal drawings and work on children’s books. Each figurine was hollow-cast in lead and hand-painted, giving them their own character and quirks.
This clever marketing campaign was an instant success. Within weeks, Cadbury sold out of both cocoa and Cococubs—proof that they had tapped into something truly special.
Meet the Magical Cast
The joy of the Cococubs lay in their whimsical cast of characters—each one brimming with personality and quirky charm.
There was Jonathan, the rare early figure holding a chocolate bar; Peter Pum the poodle; Mrs. Cacklegoose, a feathered figure with plenty of attitude; and the endlessly endearing Dumpty Doo Duck, who came in four different hats.
Other characters included Freddie Frog, Monty Monkey, Will Mouse, Whiskers Rabbit, Tom Kitten, Tubby Bear, and the cheeky Peter Pig with his mug of cocoa.
This collection was like stepping into a children’s storybook, full of mischief, manners, and marvellous animal antics. With their bright colours and expressive faces, each Cococub felt like a character you wanted to know better.
The Cococub Club | Badges, Games & Collecting Fun
Cadbury didn’t just stop at the figurines. They built an entire world around them, forming the Cococub Club—a way to turn a one-off gift into a lasting connection with young fans.
Children could sign up to receive a special membership card, regular editions of the Cococub News (a newsletter filled with stories and illustrations), and most famously, a gleaming enamel Cococub badge.
Collectors could also enjoy the Cococub Race Game—a fold-out board game that included a colourful playing board and adorable illustrations of all the characters. It brought even more excitement to an already brilliant promotion.
The badge itself has become a sought-after collector’s item, as have the game boards and original advertising materials. Cococubs were more than toys—they were a whole imaginative world wrapped up in one cocoa tin.
Why Cococubs Are Still So Loved Today
Cococubs continue to charm collectors and vintage lovers nearly a century after their debut. Their appeal lies in a blend of nostalgia, craftsmanship, and storytelling.
Each figure is beautifully imperfect—hand-painted, often worn by time, and full of character. They speak of a time when joy came from small, thoughtful gestures. During the economic difficulties of the 1930s, a toy in a tin was a tiny beacon of happiness.
For collectors today, Cococubs offer a fascinating insight into early 20th-century advertising, childhood culture, and British design. They sit at the intersection of toys, ephemera, and social history.
Whether you’re assembling a full set or covetingjust one figure, they bring a special kind of joy—charming, a little eccentric, and truly nostalgic.
A Special Collection | Launching Soon
I’m so excited to share a beautiful selection of original Cococub items launching soon in my online store.
My current collection includes 14 Cococub figures, each photographed and individually listed, along with a rare original Cococub enamel club badge. Characters available include Freddie Frog, Monty Monkey, Will Mouse, Dan Crow, Nutty Squirrel, Granny Owl and many more.
Each item has been carefully chosen and is ready to bring a little nostalgia, colour, and conversation to your home or collection. Launching soon at www.lovenickix.co.uk
Conclusion | A Sweet Slice of British History
Cadbury’s Cococubs were more than just toys. They were a magical campaign that brought happiness to thousands of families across Britain. From the creativity of Ernest Aris to the brilliance of Cadbury’s marketing, Cococubs remain a testament to the power of play, imagination, and thoughtful design.
They’re part of a proud history—of British chocolate, childhood memories, and collectable charm. And nearly 90 years later, they still put a smile on our faces.
A Little Note on Safety
While these charming Cococubs may have once lived in children’s cocoa tins, they’re now strictly for grown-up admirers. Cast in lead and painted by hand nearly a century ago, they carry both history and hazards — including small parts and materials no longer suitable for play. These nostalgic characters are meant to be treasured by collectors, not handled by little hands.
Further Reading & References
- The Great British Book of Cococubs by Dudley Chignall
- The Story of the Cadbury Coco Cubs (vintage booklet)
- Cadbury UK official website: www.cadbury.co.uk
- Bournville Village Trust: www.bvt.org.uk