Bee Hive Hockey Photos

The Bee Hive Hockey Photo collection originated as a promotional campaign by the St. Lawrence Starch Company, based in Port Credit, Ontario. Beginning in 1934 and continuing for over three decades, the program allowed consumers to mail in labels from Bee Hive Golden Syrup, Durham Corn Starch, or Ivory Gloss Starch in exchange for black and white photographs of NHL players. During the 1940s, the company transitioned from the original Group 1 style to the Group 2 format, which featured the distinctive blue cardboard mounts. These 5 by 7 inch portraits were produced by the Toronto based studio of Alexander J. Milne, who captured the majority of the period's professional hockey players in staged, high contrast poses.

The blue mount era of the 1940s is historically significant for documenting the Original Six era, particularly during the years of World War II and the immediate post war period. This era saw the introduction of several Hall of Fame inductees into the promotion, including the first available photos of Maurice Richard and Gordie Howe. Technically, the blue mounts are identified by their specific shade of cardstock and the method of attachment, where the photograph was professionally dry mounted to the backing. The production process remained remarkably consistent throughout the decade, providing a standardized visual record of the league as it stabilized following the suspension of the Brooklyn Americans and the rise of the modern playoff format.

Cultural interest in the Bee Hive blue mounts stems from their role as one of the longest running and most accessible sports premiums in Canadian history. Unlike standard trading cards found in gum or cigarette packs, these photos required a direct consumer interaction with the manufacturer, fostering a unique brand loyalty across generations. The collection is archived and recognized by the Hockey Hall of Fame in Toronto for its comprehensive coverage of the sport's developmental years. Because the photos were issued individually upon request rather than in sets, the rarity of specific players depends on their popularity during their active years, making the blue mount series a primary source for studying the regional popularity of NHL stars during the mid twentieth century.