Cigarette cards were issued in sets, usually of 25 or 50, to encourage repeat purchases and establish brand loyalty. They became a major feature of the tobacco industry and an extremely successful marketing tool.

In 1989 WD & HO Wills (Australia) became a subsidiary of the British American Tobacco Industries group of companies.

The earliest cigarette cards were produced in North America in the late 1870s

Although most commonly made from paper, the cards were also made from other materials such as silk, satin and lace. The images were printed onto the silk with a paper backing often added to give rigidity. Collectors were encouraged to make objects for home decoration such as cushion covers from their silk cards, with manufacturer Godfrey Phillips awarding prizes for the best objects. Paper shortages during World War II halted card production.

Frank Doggett , Cigarette cards and novelties, 1981

Wills’ first set ‘Ships and Sailors’ was produced in 1895, followed by ‘Cricketers’ in 1896.

Popular themes included sports (including football and cricket), stars of the stage and screen, natural history (including flowers and butterflies), military and land, sea and air. Numerous sets were produced with Australian content some with as many as 100 cards.

WD & HO Wills (Australia) Ltd began manufacturing tobacco products in Sydney in 1913.

In 1887, WD & HO Wills were the first cigarette manufacturer in Britain to include advertising cards in their packs of cigarettes.

Between World War I and II is known as the golden age of cigarette cards. Although tobacco companies were in decline, companies such as Wills remained committed to the production of new series to collect. In 1936 they printed 600 million cards for their reissue of Railway Engines.