How did a collection start?
A chromo was included with a purchased product.
The company often published a dedicated album to paste the images into.
People traded duplicates to complete the series.
Over time, some collections became valuable family heirlooms.
Collecting chromos (chromolithographic prints) was a popular pastime in the late 19th century, especially among the bourgeoisie and emerging middle class. These small, colorful prints were often given away for free with consumer goods. Here’s why this collecting craze became so widespread:
1. A clever marketing strategy
Companies selling chocolate, coffee, soap, or stock cubes—like Liebig or Van Houten—included chromos with their products.
It was a smart form of advertising: consumers would buy the same product repeatedly to collect all the cards.
Chromos often came in thematic series (animals, exotic lands, inventions…), encouraging the collector to complete the set.
2. Educational appeal
Many chromos had an educational purpose.
They taught people about the world—foreign countries, wildlife, plants, cultures, and modern inventions.
In an era without television or internet, chromos were a colorful window into the world.
3. Aesthetic value and social prestige
Chromos were considered miniature works of art, beautifully printed using the latest technology.
Owning a complete album gave collectors a sense of pride and cultural status.
These albums were often cherished and even passed down through generations.
4. Family fun and social activity
Collecting was often a family activity, involving children and parents alike.
Kids traded their doubles with friends or at school.
It became a widely enjoyed form of entertainment and bonding.