An American classic: The uncaged history of animal crackers

From circus wagons to savannahs, the humble animal cracker has been a staple in American pantries for over a century. But this beloved snack’s journey to iconic status is more than just a simple tale of cookies and crackers. It’s a story of innovation, marketing savvy, and a surprising evolution driven by changing times.

The story begins not with a circus, but in a small Pennsylvania town. In 1871, David E. Stauffer founded the Stauffer Biscuit Company in York, and with it, what we now consider the first animal crackers. Stauffer’s creations were a departure from the overly sweet cookies of the era, made with less sugar and shortening. While they may have been pioneers, their fame was soon eclipsed.

The true star of the show arrived in 1902 when Nabisco, then known as the National Biscuit Company, introduced its own version: Barnum’s Animals. This new brand cleverly leveraged the immense popularity of P.T. Barnum’s circus, even though the famed showman had no affiliation with the company and never earned a penny from their sales.

But it was their clever marketing that truly set them apart. While competitors sold their crackers in bulk from cracker barrels, Nabisco packaged theirs in small, eye-catching boxes. The first boxes, released during the Christmas season of 1902, were a stroke of marketing genius. 

They featured a vibrant red circus wagon with caged animals and a string on top, a feature designed to encourage customers to hang the box on their Christmas tree after devouring the contents. This simple act of marketing turned the cracker box into a treasured ornament, solidifying its place in holiday traditions and consumer hearts.

The snacks continued to evolve. In 1958, Nabisco began using rotary dies, a new technology that allowed them to create more detailed and easily identifiable animal shapes. This helped them distinguish their crackers from competitors and cemented the brand’s dominance. Over the years, the company has featured a menagerie of nearly 40 different animals, with 19 typically found in a single box today.

After more than a century of little change, the iconic packaging received a recent and dramatic makeover. Following pressure from animal rights groups and a broader shift in societal attitudes about animal welfare, the caged animals on the box were replaced with creatures roaming freely across a savannah. The familiar string, once a holiday tradition, also vanished around 2020.

Today, while other brands offer their own versions of the snack, Barnum’s Animal Crackers remains the most famous and enduring. Their longevity and widespread appeal show that this simple snack is more than just a treat—it’s a beloved part of American culture, one generation at a time. Happy Collecting!