Lunch boxes reached the height of their popularity during the dawn of television age. The designs on children’s lunch boxes became barometers for what was current in the popular culture. It started in 1935 when Walt Disney created a Mickey Mouse lunch box. In 1950, Aladdin Industries produced a lunch box featuring the first TV cowboy Hopalong Cassidy. The first full color lunch box-featuring Roy Rodgers-appeared in 1953, made by American Thermos Bottle Company (known today as Thermos). Thus, the lunch box was transformed from a practical possession into a piece of history.