Sometimes I can’t remember what I had for lunch yesterday. Yet, one thing I remember like it happened yesterday, is childhood memories of Cracker Jack. The catchy jingle: “Candy-coated popcorn, peanuts and a prize … That’s what you get in Cracker Jack.” The popular “Take Me Out to the Ballgame” lyric: “Buy me some peanuts and Cracker Jack…” But best of all: “A Prize in Every Box.” There was one prize I recall, above all, and I shared that memory with the folks at Cracker Jack…

Dear Cracker Jackers:

Putting a prize in every Cracker Jack box is brilliant! Digging into the box to hunt it down and ripping it open to see what it is has always been a special treat — even if it turns out to be really lame. How many prizes has Cracker Jack given away since the first box was sold? What’s the #1 prize of all time and how much would it be worth today on eBay?

My very favorite “Surprise Inside” is the tattoo. One time, my younger brother got one and I didn’t. But he wouldn’t trade me even though he knew I loved them so much. Luckily, he didn’t know how to put the tattoo on. The instructions said to moisten and apply, so I told him to lick it and then put it on his arm. The tattoo dye came off all over his tongue. Don’t you think that’s hilarious? Tongue tattoos! All that ended up on his arm were blurred streaks of leftover colors. Those tattoos are non-toxic, aren’t they? I don’t think he’s ever forgiven me, but I’d do it all over again if I were 8 years old (or even 28).

I also love that you make the caramel coated popcorn so sticky because that means I can lick my fingers for hours even after wolfing down the box. I’d still like to see more peanuts in there though. You’ve always been a little stingy with those. The peanuts actually help push out the caramel popcorn that lodges onto the bottom of your teeth like barnacles on a boat. Have you ever considered making one of the prizes dental floss?

And tell everyone it’s called Cracker Jack, not Cracker Jacks!

A Consumer Affairs Representative responded with:

Thank you for contacting Frito-Lay.

We appreciate your sharing with us your delightful comments about CRACKER JACK® Caramel-Coated Popcorn and Peanuts Snack. It is always a thrill to hear such enthusiastic praise from our CRACKER JACK® customers.

All of us at Frito-Lay strive to keep our snacks the best-tasting, highest-quality, and best-loved snack foods in the world. It really pleases us to know that our hard work and high standards are recognized and valued by those whose opinions matter most to us—loyal CRACKER JACK® fans like you!

We were truly excited to add the much loved CRACKER JACK® brand to our snack business in 1998. We are very aware of its heritage, and extremely proud to have the Frito-Lay name associated with such an American icon.

We would like you to have the enclosed and look forward to your continued satisfaction as a CRACKER JACK® brand consumer. Should you have additional questions or comments, please call us (phone number and hours of operation followed).

Final Thoughts: Enclosed were some Cracker Jack stickers (they must have run out of tattoos!), two $1.00 Off coupons on any Frito-Lay product, a “History of Cracker Jack” handout and a “Cracker Jack® Prize Chronology” from 1910 to the 2000s. In answer to one question, “More than 23 billion toys have been enclosed in Cracker Jack boxes since they were first inserted in 1912.”

A few other things I learned: In 1910 – 1911, coupons were put in Cracker Jack boxes, redeemable for over 300 premium articles, including: clothing, sporting goods and toys. Those were replaced by toys in 1912. From 1912 through 1930, popular surprises were metal whistles, paper games, spin tops, puzzles, yo-yo’s, brooches, and pins. Visit the Cracker Jack website for more history and trivia such as, “A complete series of the 1915 baseball cards, original and in near mint condition, has been valued as high as $60,000.”

I can’t imagine kids getting anywhere near the same thrills from the prizes today. They seem much less interesting and creative (the prizes, not the kids). It also feels as though Cracker Jack has taken a back seat to other Frito-Lay products such as Doritos, Tostitos, Cheetos and Lay’s Potato Chips. After surviving over 100 years, I hope this brand doesn’t start disappearing like their terrific TV commercials. You’d think Cracker Jack would be all over baseball games. This classic commercial starring Jack Gilford may bring back memories.

The taste of Cracker Jack on my tongue, and the color of my brother’s tongue after tattooing it, will forever stick in my mind. If you have a favorite Cracker Jack memory, please share it. However, to find out whether a brand provides Cracker Jack customer service, like Frito-Lay, you’ll need to Write The Company.