Have you heard of the Klondike Big Inch Land Co.? It all goes back to oats and land deeds, naturally.
This story starts with a promotional stunt by Quaker Oats in the 1950s that turned into an unexpected collector’s item, worth more today than anyone could have guessed back when “Challenge of the Yukon” echoed in the living rooms across America.
Quaker Oats’ Land Rush Stunt
Back in 1954, in a promotional stunt tied to the radio show “Challenge of the Yukon,” Quaker Oats purchased 19.11 acres of land in the Yukon Territory, the heart of the Klondike Gold Rush region. They cleverly subdivided this acreage into 21 million tiny, one-square-inch plots. Each plot was represented by an official-looking deed. These were created by the Klondike Big Inch Land Co., a company Quaker Oats had established for this purpose.
These miniature deeds were placed inside boxes of Puffed Wheat and Puffed Rice. The campaign was an instant hit. It captured the imaginations of Americans who were thrilled at the notion of owning a piece of the fabled Klondike. Some fans, myself included, collected hundreds of these deeds, aiming to amass a larger piece of the plot.
The Deeds of the Klondike Big Inch Land Co.
The deeds themselves were works of art: elegant green curlicues bordering cream-colored certificates. Each had a stamp with a unique certificate number and an official-looking red seal. An orange map detailed the location of each plot, adding a touch of authenticity and adventure. They promised ownership in a far-off land, albeit only a square inch.
However, the reality was less grand. Quaker Oats never intended these deeds to be legal titles to real estate. They didn’t include mineral rights, and the company didn’t register them. That would have been a logistical nightmare because of the number of deeds issued. Essentially, these deeds were novelties, albeit highly detailed ones.
Despite their questionable legal value, these deeds have become valuable collectibles. Pristine deeds can fetch between $25 and $45 each. This makes the stash of 72 deeds found by a reader potentially worth over $1,800. They represent a unique piece of promotional history, tying back to a time when radio shows were king, and cereal boxes could contain treasures.
The promotion ended, and in 1965, Quaker Oats dissolved the Klondike Big Inch Land Co. The land reverted back to Canada. PepsiCo absorbed Quaker Oats itself in PepsiCo in 2001, but the legend of the Klondike Big Inch lives on among collectors and enthusiasts.
Lessons from a Klondike Big Inch
This episode serves as a fascinating case study in marketing, novelty, and the human penchant for collecting. It also serves as a cautionary tale about the importance of understanding what one truly owns. For those holding these deeds, they own a piece of history, if not a piece of the land.
As a footnote, if you find yourself in possession of such curiosities, consider their historical and collectible value before dismissing them as mere novelties.