Billiken, the God of Motor Cars

Reader Contribution by Sam Moore
Published on July 14, 2015
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A Billiken Company ad from 1909. (Courtesy of History of Early American Automobile Industry, 1861-1929, by Royal Feltner)

Back in 1910, being a motorist wasn’t at all easy. Cars broke down or got stuck on the terrible roads of the day, and on any trip of five or 10 miles you were sure to experience at least one flat tire. However, for the sum of only $5 you could purchase a little brass talisman that, when affixed to the hood of your car, would protect you from all these hazards.

In 1908, an illustrator and art teacher in Kansas City named Florence Pretz drew a fanciful creature she named “Billiken.” Ms. Pretz claimed to have seen the pixie-like little man in a dream and drew him as sitting with his short legs stretched out in front of him and his bare toes pointed up. His face had slanted eyes and a broad, mischievous smile, and he had pointed ears and a tuft of hair on his pointy head, while his short arms were straight down at his sides.

The design was sold to the Billiken Company of New York City, who proceeded to advertise the Billiken character as “The God of Things as They Ought to Be,” that would bring good luck to anyone who owned one.

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