The Genders of Milk and Glue

Did you know that Elsie the Borden trademark, and Elmer of Elmer’s Glue, were married? From Elmer’s.com one learns:

“Elsie the Cow became Borden’s very popular “Spokescow” in the late 1930’s. She was a big hit at the 1939 New York World’s Fair, and soon afterwards the character of Elmer the Bull was created as Elsie’s husband. In the late 1940’s, Borden’s new Chemical Division asked to use Elsie for its new white glue product. The thought of Elsie representing a non-food product didn’t seem appropriate, so as a compromise, Elmer was loaned to Chemical as their very own “spokesbull”. To this day, Elmer the Bull still represents the most recognized adhesive company.”

Elmer appears on tee shirts and a whole range of adhesive products:

Elsie was onced played by a real cow named “You’ll Do Lobelia.” I can see why You’ll Do Lobelia preferred “Elsie” as a stage name. Elsie is drawn with lots of feminine gender signifiers, but her udder is never in evidence:

In this trademark rendering, Elsie periodically winks seductively at consumers:

Here is a vintage postcard depicting Elsie and Elmer’s trademark abode, with a caption that reminds the consumer that Elsie pays careful attention to her grooming:

“Elsie’s dressing table, made of barrels, has milk bottle lamps and their toiletries include Tail Wave Set, Henna Fur Glaze and Meadow Mud Pack. Elmer’s chair is made of actual wheels with barrel staves for rockers. The candle sticks are half ears of corn and the bed ladders have scythe-handles for supports. Books in the breakfront include ‘The Farmer With Cold Hands’, and ‘Animal Husbandry and Wifery’.”

Below is a cheerful trademarked holiday scene. Elsie wears both an apron and part of a house in front of her teats, while Elmer artfully obscures his gonads by standing behind a snowcow. Daughter Beulah appears to sit with her hooves modestly crossed, but what in the world is she photographing?

If Beulah had a trademarked brother, would his name be “Veal”?

–Ann Bartow