"It gives forth noises that can be better imagined than described."

This ad line, from the famous novelty catalogue by Johnson Smith & Company, is describing what was to become one of the most famous gags of all time – the Whoopee Cushion. The giant mail order emporium in 1931 introduced a joke that became the undisputed King of Flatulence Gags to its audience of prepubescent subscribers.

And to think it all started in 1930 as the brainchild of the JEM Rubber Co., at 3723 Dundas St. W., just west of Jane St., in Toronto.

Before 1930, the novelty industry offered a variety of Whoopee Cushion type apparatuses, but none delivered that special something. The closest was a tiny bellows you could hide under a seat cushion, called a Musical Seat.

But it didn't let out that highly recognizable sound; instead the victim instigated a sound much like a screeching cat, or a crying child.

This all changed in 1930 when sales reps from JEM toured the novelty industry promoting their new invention complete with the sound. They approached Samuel Sorenson Adams of the S.S. Adams Co. of Asbury Park, N.J. Adams, at the time, was the premier joke/magic trick/puzzle manufacturer in North America.

Sorenson, to his later regret, turned down the offer to be the exclusive distributor because he felt the idea was "indelicate." It was then offered to Johnson Smith & Company. When sales took off, Adams realized his error and quickly obtained the rights to a version of his own, which he called the Razzberry Cushion.

Almost 80 years have passed since the Whoopee Cushion was first introduced, but it has never lost its appeal. Time has also spawned many variations. You can now get one on a key-chain and as a full dress costume, as well as self-inflating and electronic versions.

Stan and Mardi Timm are novelty collectors and researchers based in Racine, Wisc. Email living@thestar.ca.

Some of the gags our parents, or grandparents, used on their unsuspecting victims might set off some heavy litigation today.

However, some gags from days gone by are still popular today:

- Stan and Mardi Timm