Throwback: Colorforms still clingy after 60 years
November 10th, 2011
03:43 PM ET

Throwback: Colorforms still clingy after 60 years

With the holiday season fast approaching, many parents are flocking to retro toys in the hopes that they can bond with their children over a shared experience. Mention toys like Etch-A-Sketch, Slinky, Uno and Lite Brite and their eyes light (brite) up.

Colorforms, which celebrates its 60th anniversary this month, is one of those nostalgic toys that still resonates, even though kids don't need some sort of screen - be it a TV, computer, iPad, iPhone or something similar - to stay engaged and entertained.

The first Colorforms set was created in 1951 and consisted of vinyl, geometric shapes in primary colors that could be fashioned into stories and patterns when affixed (via the magic of static cling) to a shiny, black laminated board. Square + triangle = house. Boom! Instant story.

Colorforms soon began featuring licensed characters. The static cling concept remained, but the shiny boards featured illustrated scenes that characters like Popeye and Barbie could stick to.

CNN spoke to Pat Kislevitz, 82, who helped her late husband, Harry, develop the now iconic toy in 1951.

Harry had just gotten out of the Navy, Pat explained, where he served as a medic. Torn between art school and medical school, he picked the Art Students League and soon stumbled across "a material they were making pocketbooks out of that had one terrible property - all the pocketbooks were sticking together! They offered to send him large rolls of the material."

Pat, who'd attended the University of North Carolina as an art major, suggested getting rolls of the flexible vinyl material in primary colors. The couple lived in a tiny railroad-style apartment on Manhattan's West 28th Street and had painted their bathroom a shiny, bright orange enamel. They also kept sheets of the vinyl material in the lavatory.

"We'd have guests who'd go in and they'd never come out," explained Pat. They'd bring scissors into the bathroom and cut out "all these Matisse forms. Very amoebic. And the walls would be covered and we'd have to yodel, 'Hello? Everything okay in there?' "

The Kislevitzes figured they had a toy on their hands.

"We found that it would stick to any shiny surface," explained Pat. "Glass, the refrigerator... so we got to work. I sat at the kitchen table and made the original geometric forms and we designed our booklet. Harry was very interested in [abstract artist] Kandinsky at that time and we'd go down to the Museum of Modern Art in the Village - that's where it was originally - and look around."

"It took us one whole day for each color," said Pat, referring to the process of manually cutting the primary colored vinyl sheets into geometric shapes. Harry's father ran a die-cutting business and was able to construct dies to help punch out the shapes.

The Kislevitzes shopped Colorforms around. FAO Schwartz ordered 1,000 units. Orders increased, and more stores wanted to stock Colorforms on their shelves. Colorforms was also the first child's toy to be available in black boxes because, according to Pat, "precious things come in black boxes."

The company soon branched out into featuring licensed characters. It began with Popeye, but in no time, one only needed to glance at the Colorforms section in stores to learn what characters were popular with children. Through the years, Colorforms sets were rolled out in characters like Mickey Mouse; the Peanuts gang; Barbie; "Sesame Street"; '70s TV series like "Little House on the Prairie" and "Welcome Back, Kotter"; '80s cartoons such as Smurfs and Popples; and many, many, many more.

The art-oriented couple, passionate about children having access to good art, called artists in to work for Colorforms and help develop sets. Pat and Harry also sought the advice of early childhood development experts.

"When a child is 18 months old," said Pat, "it literally can create with its thumb and its forefinger. It can pick up things, and Colorforms can be picked up rather easily and a very young child could make what it wanted to make."

By 1990, over a billion Colorforms sets had been sold.

Today, licensed Colorforms characters include "Dora the Explorer," "The Very Hungry Caterpillar," "Transformers" and "Fancy Nancy," among others. University Games, which now owns Colorforms, has released a replica version of the original Colorforms set in celebration of the 60th anniversary on November 13. The company is also re-releasing Colorforms' Michael Jackson Dress-Up Set.

In December, University Games will release iPad and iPhone versions of Colorforms. The company's president Bob Moog told CNN that for the first time, Colorforms products are going beyond static cling and vinyl. While the traditional boxed sets are still Colorforms' mainstay, a new product called Magic Fashion Show is larger in scale than traditional Colorforms sets. (The basic premise is creating and putting on a fashion show.) Colorforms' new Brush with Genius features an electronic paint brush.

The very first Colorforms set - the one Pat and Harry designed at the kitchen table of that crammed-but-cozy railroad-style apartment - now sits in the Museum of Modern Art.

"I think, immodestly," said Pat, "that the original set was more artful and more our direction than later Colorforms products."

How do Moog and his colleagues make sure Colorforms retain the classic qualities that parents remember from childhood, while keeping them relevant to today's generation?

"When Colorforms first came out," explained Moog, "the tagline was 'Sticks Like Magic.' For kids in the '50s and '60s, it really was kind of high-tech and magical because there were no strings, there was no glue - it was a reusable sticking system."

But now, Moog continued, "with electronics and all the things that are going on, static cling is considered pretty old-fashioned to people. So what we've done to try to make it seem topical, and something that is on trend, we've re-positioned Colorforms and we now consider it a story crafting and storytelling product line. And what it offers children is the opportunity - without any parental involvement - to do open-ended, creative, imaginative play with and without electronics."

What about you? Did you grow up with Colorforms? If so, what were your favorite sets?

I'll start: I have extremely fond memories of playing with my long-gone Smurfs Colorforms set. So much so that my heart skipped when I looked it up on Google Images.

Smurfy, water-colored memories...

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Filed under: The Throwback

soundoff (11 Responses)
  1. stacy

    LOVED Colorforms.... we played for hours with different sets. Was always fun to mismatch the background and stickers....putting characters in different backgrounds...where they didn't belong.

    Something else I remember, (cant remember the name) was a fold out background paper that included Rub-Off pictures that you would rub off the sheet onto the background to make a scene. They werent removable like Colorforms, but must have been fairly cheap as I remember getting them at the local drugstore. Would sit and work on my scene for hours at a time. Sound familiar to anyone?

    November 11, 2011 at 9:55 am | Report abuse |
    • Kimberly

      yes!!! They were called presto magic. i loved making those! Looked for them over the years with no luck :(

      January 2, 2014 at 12:53 am | Report abuse |
  2. Kathy

    My favorite Colorform was Mrs. Cookie's Kitchen – I played with that for hours on end. Do they still make that particular set? Would love to have it just for kicks and awesome memories.

    November 11, 2011 at 9:32 am | Report abuse |
  3. Tina

    I had the Holly Hobby set shown in the photo and I still miss that thing. There were soooo many pieces and it was a stand up board with the inside of the store on one side and the outside on the other. I wonder what ever happened to all my old toys (Lite Bright, View Master Projector, etc.).

    November 10, 2011 at 11:24 pm | Report abuse |
  4. Lisa

    I so loved Colorforms. I spent so much time in the hospital as a child and these were the thing that captured my imagination the most and past away the time and kept my mind off of what was to come (back in the 70's) as far as the dreaded surgeries...I still have one of Snow While and the Seven Dwarfs...some of the pieces are long gone, but I still hold on to it because of the wonderful memories. I also loved the Flintstones! Now I want to play with them again! (What can I say, I'm still a kid at heart!)

    November 10, 2011 at 10:43 pm | Report abuse |
  5. Pat

    Good to see wholesome fun coming back. Will be buying some for christmas.

    November 10, 2011 at 7:00 pm | Report abuse |
  6. Cathy

    I used to love Colorforms when I was little. We bought our daughter their Magic Fashion Show set for her birthday and now she loves Colorforms too! There aren't many opportunities these days to pass along pieces of our childhoods to our kids, but this is one of them.

    November 10, 2011 at 5:58 pm | Report abuse |
  7. Yes

    I too had a set as a kid...I don't know why but it seemed so magical at the time? I forgot which one I had..but if I could see it again it would spark some memories...

    November 10, 2011 at 4:48 pm | Report abuse |
  8. Observer

    Is it true that they are coming out with an X-rated version?

    November 10, 2011 at 4:38 pm | Report abuse |
  9. DJ AFRI-MAN

    Oh yeah. We would also stick them on the tv screen. Our parents would get m a d : )

    November 10, 2011 at 4:17 pm | Report abuse |
  10. DJ AFRI-MAN

    Colorforms are way cool ! I used to have a scuba diving one that ruled ! It had sharks and octopus and scuba divers ! Cany believe anyone even remembers these-they were awesome !

    November 10, 2011 at 4:08 pm | Report abuse |

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