The Canada Starch Company is better known in the hockey community as Crown Brand, the major competitor to Bee Hive Corn Syrup -which is a brand of St. Lawrence Starch Company.
Recognizing and envying the success of the introduction in 1934 Bee Hives hockey photo promotion, the Canada Starch Company got into the act a year later by offering similar photos of players that were not under contract at that time to their principal competitor, The St. Lawrence Starch Company (Bee Hive Corn Syrup.
Crown Brand issued the same photos from 1935-40 and Bee HIve issued their Group one photos from 1934-43(Bee Hive issued photos straight up to 1967 making it the longest running premium offer ever, well at least in Canada.
Crown Brand photos (4 3/8 x 6 3/8) are black and white with sepia toning to create a warmer print and are mounted on a buff colored; weave type matting (6 5/8 x 8 5/8). Because the matting on Crown Brand photos was larger than Bee Hives, they were frequently cut down by kids to be a comparable size to Bee Hives. The set of Crown Brand photos includes a dozen team photos that are mounted on the same buff colored matting with the team and player names printed on the matting below the photo.
For the 1937-38 N.H.L. season, The Canada Starch Co. offered a free, thirty-two page booklet entitled, How to Become a Hockey Star. The booklet (available in both English and French versions) was offered in exchange for one label from a tin of Crown Brand or Lily White Corn Syrup. (Other booklets in this series were: How to Become an Athlete, Canadian Rugby Football and Baseball and How to Play It which were offer over a few years). Again Crown Brand was trying to match the Who's Who in hockey booklets issued by Bee Hive from 1936 to 1941.
As a counterpart to the St. Lawrence Starch Companys Bee Hive Sportsviews radio program that was hosted by Wes McKnight, Canada Starch sponsored the Crown Brand Sports Club, featuring Harry Red Foster.
The War plane photos issued by Crown Brand were also issued the same year 1941 by Bee Hive, they went head to head.