This iconic piece of history had cracked at the feet and in the paper mache along the front of the statue. Lost areas were rebuilt, redoing the paper mache in layers working from the interior, and the craquelures in-painted.
Willie the penguin was introduced in 1934 by The Ted Bates Advertising Agency. During the time there were several other cartoonish spokespersons like Kellog’s Snap, Crackle & Pop, Reddy Killowat, and the Campbell’s Kids. Willie’s product line included salt and pepper shakers, ash trays, holders for wooden matches, lighters, and when air-conditioning was introduced, a version was created to suggest customers to enter a storefront because it was “kool” inside. It has also been debated that a picture of Willie wearing a top hat was the inspiration for the Penguin character in Batman. Regardless, Willie appeared in his own comic books after he was licensed by Standard Comics for six issues, with the cigarette brand dropped from the title. By the ’60s, however, the company had shifted advertising focus and opted for wintry outdoor scenes to promote their business.