Try to find the spot where the photographer was standing.
let's roll (!) out the toilet humour
'Bronco' could really wipe the smile off your face!
Sometimes Flickr is amazing! That design of roll was around at least as early as 1934 - via [https://www.flickr.com/photos/36844288@N00/] - [https://www.flickr.com/photos/36844288@N00/5419257278/in/photostream/] And 1942 (interleaved!) via [https://www.flickr.com/photos/32705854@N04/] [https://www.flickr.com/photos/32705854@N04/4933800673/]
The Science Museum in London has a roll.
The catalogue date has to be wildly inaccurate, by at least 20 years. I would guess early 1930s at the earliest.
If anyone is interested in the study of cloacopapyrology, see here for info.
It mentions that the British Patent Perforated Paper Co. were "Sole manufacturers of Bronco (formerly called No. 1 Thin) 1894-1958+ [from 1935 described as the de luxe toilet paper in displayed layout]"
The same slogan (and photo) was used for Fleischmann's Yeast (where it made more sense IMO), s. advertising in archive.org/details/radiostars7819unse/page/n161
(Publication date 1935)
The Bronco Song , probably not safe for work! youtu.be/6LCrRMCNwmU
On the other hand, Fleischmann's Yeast was touted as laxative as well, so the use of 'Bronco' makes sense anyway.
[https://www.flickr.com/photos/scorbet] Cloacopapyrology must be up there with our best tags ever.
Found a few ads in 1936 and 1937 in the newspapers for Bronco, where a roll was reduced in price to 71/2d. Other brands available were The National; The Chieftain; The Monster; and the aptly named Big Crepe Toilet Roll.
And the Irish Independent on 19 October 1989 has a jaunty picture of a man in a top hat looming over a lavatory. The caption says:
Mr. David Driver de Valle, general marketing manager of British Tissues preparing to flush away the final sheet of hard Bronco toilet paper in an 1890 loo at the Science Museum in London, yesterday. The company has abandoned production of hard Bronco paper after 100 years, claiming that the bottom has dropped out of the market, [ba dum tish!] and that today's consumer prefers a softer option.
A great find [https://www.flickr.com/photos/66311327@N05] - Nice to see the ad "in the wild" :) Also helps significantly with the dating!
Bronco is a horse, most associated with cowboys over here. Yeehaw toilet paper?
contemporary equivalent from Canada, Dreadnought toilet paper from EB Eddy. Complete with battle ship on the wrapper. Aim, Fire! commons.wikimedia.org/wiki/File:Dreadnought_tissue_The_Cl...
[https://www.flickr.com/photos/66311327@N05] books.google.ca/books?id=goNbAAAAIAAJ&lpg=PA1062&... Copyright entry for Standard Brands, owners of Fleischman's yeast, later known as Nabisco.
No-one has yet asked - what the hell is the ad copy about?
Mabel has bad skin, so she should ... buy toilet paper?
[https://www.flickr.com/photos/gnmcauley] I am perplexed by the copy too?
[https://www.flickr.com/photos/gnmcauley] Good point - perhaps there is something missing from the end (I was going to say 'bottom', but that one has already been done) of the ad?
[https://www.flickr.com/photos/beachcomberaustralia] The memories of hard toilet paper! We should also recall Bronco's rivals in the market; Izal medicated paper from the once great Newton, Chambers empire based in Sheffield and Jeyes toilet paper who even made their own ceramic paper dispenser!
As you can see, in wartime, you couldn't get the special paper!
[https://www.flickr.com/photos/36844288@N00] Fascinating - I can almost smell the trough lollies!
Does anyone remember the Oifig an tSoláthair Government issue toilet paper?
[https://www.flickr.com/photos/beachcomberaustralia] [https://www.flickr.com/photos/36844288@N00] [https://www.flickr.com/photos/bultacofan] [https://www.flickr.com/photos/gnmcauley] [https://www.flickr.com/photos/66151649@N02] [https://www.flickr.com/photos/47297387@N03] [https://www.flickr.com/photos/66311327@N05] [https://www.flickr.com/photos/foxglove]
On the ad copy [https://www.flickr.com/photos/nlireland] and [https://www.flickr.com/photos/gnmcauley], if you look at the "in situ" print ad that [https://www.flickr.com/photos/66311327@N05] shares, it seems that the "Mabel" ad and copy were for a different product.
Personally I think that what Mason has captured here is two overlapping displays somewhere in a store or something. I don't think that Mabel and the toilet paper have anything to do with each other.
All praise to Google! The Mabel ad is in this .pdf of the Sherbrooke Daily Record of Sep 4th 1935. It's an ad for Fleischmann's yeast anti-pimple treatment. And it has a happy ending for poor Mabel!
[https://www.flickr.com/photos/66311327@N05] [https://www.flickr.com/photos/20727502@N00] Proving that I should read the comments more carefully before posting :D