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We've seen it used all of the time, but is the term a 20th Century invention? Were the rag dolls or children books of the 1700's involved in such marketing? I've tried to find out online, but I couldn't find much. I know that during WWII or slightly after PEP cereal had military pins in each box where they said something like keep buying PEP to get them all or trade with your friends (or something like that). Anyone have some advertising/toy history knowledge on the term?