Milton Levine
Encyclopedia
Milton Martin Levine was an American entrepreneur who was the co-founder of Uncle Milton Toys.
, on November 3, 1913, to Harry and Mary Levine. As a young boy, Milton collected ants in a jar at his uncle's farm in Pennsylvania
. During World War II
, he served in the European Theatre
where his engineer unit built bridges in France
and Germany
. While in France, he met his future wife Mauricette Schneider, a citizen of the country, and they married in 1945. With his wife, he fathered one son and two daughters, which he eventually put through college with the proceeds from his business.
After the war he formed a partnership with his brother-in-law E. Joseph Cossman and decided to enter the then new world of plastic
and the toy industry that was predicted as a growth industry. The duo made arrangements with the National Organ Supply Company, or NOSCO who manufactured the plastic prizes in Cracker Jack
to make flat toy soldiers
for mail order that they advertised originally as "100 Toy Soldiers for $1" (later $1.25) that was advertised in nearly every American comic book
of the time.
Levine and Cossman also successfully mass marketed the potato gun
, toy shrunken heads
to hang from car rear view mirrors and balloon animals.
In 1956 while at a Fourth of July
picnic at his sister's pool, he spotted a mound of ants. This inspired him to eventually found a company, Uncle Milton's Toys, which is best known for its division, Uncle Milton's Ant Farm
. After recalling his collection of ants as a kid, he said, "We should make an antarium." The original ant farms were sold for $1.29 and were contained in a six by nine-inch ant farm. Business boomed after advertisements on after school programs prompted thousands of shipments a week. After the child bought the ant farm, they had to send out a request for a shipment of 25 ants, which would arrive in a vial a few weeks later. The ants contained in the farm are the species Pogonomyrmex californicus
, an ant native to the southwestern United States. At the time of his death, over 20 million units were sold, with a growth rate of 30,000 a month. He once said about the success of his business in 1991: "Most novelties, if they last one season, it’s a lot. If they last two seasons, it’s a phenomenon. To last 35 years is unheard of."
Levine died of natural causes
on January 16, 2011, in Thousand Oaks, California
, at the age of 97.
Biography
He was born in Pittsburgh, PennsylvaniaPennsylvania
The Commonwealth of Pennsylvania is a U.S. state that is located in the Northeastern and Mid-Atlantic regions of the United States. The state borders Delaware and Maryland to the south, West Virginia to the southwest, Ohio to the west, New York and Ontario, Canada, to the north, and New Jersey to...
, on November 3, 1913, to Harry and Mary Levine. As a young boy, Milton collected ants in a jar at his uncle's farm in Pennsylvania
Pennsylvania
The Commonwealth of Pennsylvania is a U.S. state that is located in the Northeastern and Mid-Atlantic regions of the United States. The state borders Delaware and Maryland to the south, West Virginia to the southwest, Ohio to the west, New York and Ontario, Canada, to the north, and New Jersey to...
. During World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
, he served in the European Theatre
European Theatre of World War II
The European Theatre of World War II was a huge area of heavy fighting across Europe from Germany's invasion of Poland on September 1, 1939 until the end of the war with the German unconditional surrender on May 8, 1945...
where his engineer unit built bridges in France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
and Germany
Germany
Germany , officially the Federal Republic of Germany , is a federal parliamentary republic in Europe. The country consists of 16 states while the capital and largest city is Berlin. Germany covers an area of 357,021 km2 and has a largely temperate seasonal climate...
. While in France, he met his future wife Mauricette Schneider, a citizen of the country, and they married in 1945. With his wife, he fathered one son and two daughters, which he eventually put through college with the proceeds from his business.
After the war he formed a partnership with his brother-in-law E. Joseph Cossman and decided to enter the then new world of plastic
Plastic
A plastic material is any of a wide range of synthetic or semi-synthetic organic solids used in the manufacture of industrial products. Plastics are typically polymers of high molecular mass, and may contain other substances to improve performance and/or reduce production costs...
and the toy industry that was predicted as a growth industry. The duo made arrangements with the National Organ Supply Company, or NOSCO who manufactured the plastic prizes in Cracker Jack
Cracker Jack
Cracker Jack is a U.S. brand of snack consisting of strong molasses flavored candy-coated popcorn and peanuts, well known for being packaged with a prize of nominal value inside. Some food historians consider it the first junk food...
to make flat toy soldiers
Toy Soldiers
A toy soldier is a miniature figurine that represents a soldier, but the term may also refer to:In film and television:*Toy Soldiers , an action/drama film in which terrorists take a school hostage...
for mail order that they advertised originally as "100 Toy Soldiers for $1" (later $1.25) that was advertised in nearly every American comic book
American comic book
An American comic book is a small magazine originating in the United States and containing a narrative in the form of comics. Since 1975 the dimensions have standardized at 6 5/8" x 10 ¼" , down from 6 ¾" x 10 ¼" in the Silver Age, although larger formats appeared in the past...
of the time.
Levine and Cossman also successfully mass marketed the potato gun
Spud gun (toy)
A spud gun is a small children's toy used to fire a fragment of potato. To use, one punctures the surface of a potato with the gun's hollow tip and pries out a small pellet, fitted snugly in the muzzle. Squeezing the grip causes a small build-up of air pressure inside the toy, which propels the...
, toy shrunken heads
Shrunken Heads
Shrunken Heads is a 1994 English language film directed by Richard Elfman and written by Matthew Bright.Shrunken Heads is Walt Disney meets West Side Story meets Dead End meets Richard Elfman. The good kids are bullied by the bad kids in what seems like a family-film drama…until notorious female...
to hang from car rear view mirrors and balloon animals.
In 1956 while at a Fourth of July
Independence Day (United States)
Independence Day, commonly known as the Fourth of July, is a federal holiday in the United States commemorating the adoption of the Declaration of Independence on July 4, 1776, declaring independence from the Kingdom of Great Britain...
picnic at his sister's pool, he spotted a mound of ants. This inspired him to eventually found a company, Uncle Milton's Toys, which is best known for its division, Uncle Milton's Ant Farm
Formicarium
A formicarium or ant farm is a vivarium which is designed primarily for the study of ant colonies and how ants behave. Those who study ant behavior are known as myrmecologists.-History:...
. After recalling his collection of ants as a kid, he said, "We should make an antarium." The original ant farms were sold for $1.29 and were contained in a six by nine-inch ant farm. Business boomed after advertisements on after school programs prompted thousands of shipments a week. After the child bought the ant farm, they had to send out a request for a shipment of 25 ants, which would arrive in a vial a few weeks later. The ants contained in the farm are the species Pogonomyrmex californicus
Pogonomyrmex californicus
Pogonomyrmex californicus is a species of insect in family Formicidae. It is endemic to the southwestern United States. It is best known as the ant that is sent out for Uncle Milton's Ant Farm.-Biology:...
, an ant native to the southwestern United States. At the time of his death, over 20 million units were sold, with a growth rate of 30,000 a month. He once said about the success of his business in 1991: "Most novelties, if they last one season, it’s a lot. If they last two seasons, it’s a phenomenon. To last 35 years is unheard of."
Levine died of natural causes
Death by natural causes
A death by natural causes, as recorded by coroners and on death certificates and associated documents, is one that is primarily attributed to natural agents: usually an illness or an internal malfunction of the body. For example, a person dying from complications from influenza or a heart attack ...
on January 16, 2011, in Thousand Oaks, California
Thousand Oaks, California
Thousand Oaks is a city in southeastern Ventura County, California, in the United States. It was named after the many oak trees that grace the area, and the city seal is adorned with an oak....
, at the age of 97.
Books
- Uncle Milton's Ant Facts and Fantasies (1970)
- How I Made $1,000,000 in Mail Order-and You Can Too! (1993)