Dear Doug: I picked this up at the flea market in Davenport perhaps 30 years ago. I think I paid $20 for it at that time. Do you know when it was made and what it might be worth today?

Thanks,

Charles C.

Davenport

Dear Charles: What you have is a countertop store display featuring Little Squirt, circa 1947.

This figurine is one of my all-time favorite pop collectibles (“soda,” if’n yer not from around here). Not only was this refreshing citrus drink my favorite, but who can deny the nostalgic appeal of Little Squirt, with his bright yellow hair, matching droopy socks, green turtleneck and red pants? The only time he changed clothes was at Christmas when he donned a Santa suit. Your Little Squirt is leaning on a 7-ounce bottle, so I’d say he stands about 12 ounces high.

When Herb Bishop first created the drink in 1938, he likened the taste to a squirt in the mouth of fresh-squeezed grapefruit. That’s pretty amazing considering it contains less than 1 percent of the real thing. Nonetheless, the squirt name was born and stuck. The trademark little boy came along in 1941.

For a number of years, they tried to market the product with the catchy phrase: “Squirt … in the public eye.” But their comical attempt at attention failed to produce desired revenue and was abandoned for their long-running slogan: “Switch to Squirt … never an after-thirst.”

The bottle in your display was manufactured before and after Little Squirt came along and can be found both with and without his likeness on the back. Minor variations continued until 1958, when the company introduced its famous fluted “swirl” bottle that most of us remember.

Back in the late ‘40s, a display like this might be found at the soda fountain or confectionery. In fact, my father and other Davenport High students might have walked across the street after school to Crawford’s Sugar Bowl (1130 Harrison St.) for a Squirt. Crawford’s was on the southwest corner; Herman’s Confectionery (1202 Harrison) was on the northwest corner; Colonial Fountain Ice Cream (1201 Harrison) was on the northeast corner, and the Uptown Confectionery (1415 Harrison) was only two blocks north, next door to the Uptown Theatre. It wasn’t hard for kids to find a place for high-calorie consumption in those days, but walking uphill several miles to and from school every day controlled their avoirdupois.

Of course Squirt had the advantage of a secondary market to boost consumption. Common ad banners included: “This time try gin and Squirt!” and “Don’t monkey around, order another Squirt and whiskey!“

Although I have seen a half-dozen of these Little Squirt displays over the years and cannot therefore call it super-rare, I can call it super-desirable. Collectors are drawn to this today like you were 30 years ago. They love the iconic figural image, the eye-popping colors, the actual product bottle and the overall display appeal. In spite of some paint loss, yours appears to be in very good shape and would have little difficulty selling for $300-$400. A near-mint example would not sell for less than $1,000.

Contact Doug Smith with your collectibles questions by e-mailing him at DougsQCCollecting@hotmail.com or sending a note to the Quad-City Times, Attn.: features editor, P.O. Box 3828, Davenport, IA 52808. Please send a photograph, if available, either by e-mail or letter.