- In 1936, Borden launched a series of advertisements featuring cartoon cows, including Elsie, the spokescow for Borden dairy products.
- In 1940, compelled by Elsie's popularity, Borden dressed up "You'll Do Lobelia," a seven-year-old, 950-pound Jersey cow from Brookfield, Massachusetts, as Elsie for an exhibit at the World's Fair. She stood in a barn boudoir decorated with whimsical props including churns used as tables, lamps made from milk bottles, a wheelbarrow for a chaise lounge, and oil paintings of Elsie's ancestors—among them Great Aunt Bess in her bridal gown and Uncle Bosworth, the noted Spanish-American War Admiral.
- When RKO Pictures hired Elsie to star with Jack Oakie and Kay Francis in the movie Little Men, Borden needed to find a replacement for Elsie for the World's Fair exhibit. Elsie's husband, Elmer, was chosen, and the boudoir was converted overnight into a bachelor apartment, complete with every conceivable prop to suggest a series of nightly poker parties. In 1951, Borden chose Elmer to be the marketing symbol for all of Borden's glue and adhesive products.
- In 1929, the Borden Co. purchased the Casein Co. of America, the leading manufacturer of glues made from casein, a milk by-product. Borden introduced its first non-food consumer product, Casco Glue, in 1932. After World War II, Borden expanded into synthetic resin glues which did not use casein.
- The product known today as Elmer's Glue-All was first introduced in 1947 under the brand name Cascorez, packaged in two-ounce glass jars with wooden applicators. Sales did not take off until 1951 when Elsie's husband, Elmer, was chosen as the marketing symbol. In 1952, Borden repackaged Glue-All into the familiar plastic squeeze bottle with the orange applicator top.
- Elsie the Cow and her husband Elmer have two calves, Beulah and Beauregard.
- Elmer's Glue-All is the best selling glue in America.
Copyright © 1995-2017 Joey Green. "Elmer's," "Glue-All," Elmer the Bull, and the Elsie the Cow are registered trademarks of Elmer's Products.