Publishers catered to children by marketing packets of inexpensive valentines. These sometimes came loose in cellophane packages, but usually were printed on sheets of thin cardboard that had to be punched out and often folded or tabs turned down. Some came with envelopes, most without. Such cards averaged pennies each and were sold in five-and-dimes, neighborhood variety shops, and other stores.

Nicer cards, often illustrated with cartoon characters from television, the Sunday funnies, comic books, and movie cartoons, sold singly at higher prices. These valentines were purchased for special holiday exchanging or by adults to give to their own children, godchild, or young relatives. Many companies produced individual valentines for the juvenile trade, but most firms did not identify themselves.

However, one publisher that did, Ameri-card, has lately becoming the object of collector interest.

Early in the 1950s, they began selling packets of punch-out valentines, including paper doll and toy themes. Their valentines came without envelopes. Size was about 4 by 4  inches. The cards were brightly colored, with lots of red, blue and yellow; and most likely came 24 to a packet and carried a price tag of 25 cents.

Cards of the paper doll line pictured a little girl or boy --- on each, along with one dress or outer garment and one hat or bonnet. Most were drawn already dressed so this gave the child two changes of clothes for her paper doll.

There was also a cute caption, usually connected to the character or clothes portrayed. A young cowboy, for instance, promises he's "gonna lasso your heart Valentine"; and a little girl, wearing a pair of gloves, exclaims: "you fit me like glove Valentine!"

Ameri-card also sold a "Valentine Cut-Out Book" of paper dolls. This was a higher priced item, apparently for little fellows who really cared about their sweethearts. The booklet contained four greeting cards, 5!-z inches by 7 inches when punched out and folded according to directions. Illustrated on each was one doll and several changes of clothing.

Two decades later, in the 1960s, things became less cutesy and more reflective of that crazy, wild time. Topps, the famous bubble gum people, whose topical gum cards are so avidly collected these days, issued a set of "Valentine Postcards," 33 of them in all. Smaller sized than regular valentines, several of these colorful cards came with one stick of bubble gum in each packet. With cartoon illustrations, they had captions, like "I'm a Groovy Chick. Be My Valentine" and "You're Really Something to CROW about! So Be My Valentine."

Slowly, if somewhat unnoticed, interest in holiday greeting cards from the second half of the 20th century, notably Christmas and Valentine's Day, is growing. Emerging as early favorites are cards published by such big-name companies as Hallmark, Gibson and Rustcraft, who produced a wonderful treasure trove of cards for the adult and older youngster markets. Other printers, Ameri-card among them, can not be ignored, as they made not only the largest share of valentines for schoolchildren, but a large share of the most interesting as well.

Currently, with so many of these valentines available and priced so low, most collectors just buy whatever can be found. But specialization is possible and topics range from certain die-cuts, mechanical novelties, and favorite publisher to cards illustrated with paper dolls and toys, cupids, and animals.

Many, folks from other hobbies happily add valentines to their collections of comic books, superheroes. Gibson Art Co., Blondie and Dagwood, etc.

Happy Valentine's Day!