‘Cinderellas’ are seen as the ‘poor relations’ of the postage stamps, not in the same social class and certainly without the prestige of official issue. The name is sometimes extended to include revenue stamps, which although issued by governments denote payment for a service other than the carriage of mail. However, many people have come to realize that collecting cinderellas opens up a wealth of interesting areas.

Organisers of exhibitions have long used adhesive stickers to advertise their event, including some of the earliest European international ‘expositions’.

The Brussels exhibitions of 1897 for instance issued a series of beautifully engraved perforated adhesive ‘stamps’ in single colours or multicoloured. They were sold both to help finance the event and to advertise it on correspondence.

Many other exhibitions did the same, although the quality of later design tended to be simpler and less artistic. Other events used embossed designs and non-rectangular stickers. I have one from an important horse fair in Hungary as late as 1939 in white on deep blue. Regional fairs celebrating local agriculture and industry also advertised in the way, especially the pre-WW2 German ones (or perhaps my collection is biased in that direction). A some what later use was to advertise philatelic exhibitions, and this continues to the present day. As well as stickers, miniature sheets (not necessarily incorporating perforated stickers) advertising stamp exhibitions are common, though these are tending towards classification as ‘ephemera’. Philatelic clubs also sought members through the use of stickers.

Manufacturers soon saw the advertising potential of these stickers which were attractive to collectors.

They could be used on packaging of the products as seals, as well as given away. Every conceivable manufacture can be found on such stickers, from patent medicines and food items, to electric machinery, turpentine and even Schaubek stamp albums. Charitable organisations made the sale of ‘health fund’ stickers a major source of income, especially at Christmas and Easter. Cinderellas could contribute to patriotic organisations, such as both sides of the Spanish civil war or the occupied Baltic States during World War 2. Elaborate designs celebrate the valour of regiments or naval ships. Sheets of ‘poster stamps’ advertised royal occasions such as coronations, or the scenic beauties of certain regions.
Even respectable Victorian companies, e.g. the Norwich Union Fire Office, celebrated their worth in this way.

We would be glad to hear from collectors of cinderellas about their favourite type. There are many other sorts as well as those mentioned above, including ’letter seals’ which are a different branch again. Does anyone know of any publication on these?