Published by Nieuwe Merksemsche Chocolaterie

Last year, a Dutch film postcard collector asked me if I knew more about the Nieuwe Merksemsche Chocolaterie. I did not, nor did Ivo or Marlene. But I discovered that I had several postcards from this publisher in my collection. Nieuwe Merksemsche Chocolaterie S.P.R.L. was located in Merksem, a district of the city of Antwerp. Antwerp is famous for its pralines. The first Belgian chocolate factory was opened in 1845 by Adolphe Meurisse on Dam Square in Antwerp. Between 1930 and 1960, more than 30 'chocolateries' were located in the city centre. Many of these chocolate producers presented film star cards in their chocolate boxes as a gift for their customers. Here are fifteen of these postcards from the late 1940s and early 1950s, published by Nieuwe Merksemsche Chocolaterie.


Belgian postcard by Nieuwe Merksemsche Chocolaterie, Merksem (Anvers), no C 10. Photo: Paramount.

Handsome American actor Montgomery Clift (1920-1966) was one of Hollywood's first Method actors. He starred in films like the Western Red River (Howard Hawks, 1948), A Place in the Sun (George Stevens, 1951), From Here To Eternity (Fred Zinnemann, 1953) and Suddenly, Last Summer (Joseph L. Mankiewicz, 1959), in which he co-starred for the third time with Elizabeth Taylor. A near-fatal auto accident in 1957 changed his looks and sent him into a drug and alcohol addiction.


Belgian postcard by Nieuwe Merksemsche Chocolaterie S.P.R.L., no. C 21. Photo: Universal. The picture was probably taken in Hollywood. Deanna Durbin holding a Dutch-language Filmwereld magazine in her hands. We doubt that Deanna ever could read Dutch ... Collection: Marlene Pilaete.

When Deanna Durbin's (1921-2013) Three Smart Girls (Henry Koster, 1936), the first of her 21 starring vehicles, was released in 1936 it was an immediate sensation, and her films for Universal are said to have saved the studio from bankruptcy.


Belgian postcard by Nieuwe Merksemsche Chocolaterie S.P.R.L., Merksem (Anvers), no. D 7. Photo: Columbia. Jennifer Jones in We Were Strangers (John Huston, 1949). Collection: Marlene Pilaete.

In the 1940s and 1950s, Jennifer Jones (1919-2009) was a name to reckon with. She won the Best Actress Oscar for The Song of Bernadette (1943) and was again nominated in the same category for Love Letters (1945), Duel in the Sun (1946) and Love is a Many-Splendored Thing (1955). She also received a Best Supporting Actress Oscar nomination for Since you Went Away (1944).


Belgian postcard by Nieuwe Merksemsche Chocolaterie S.P.R.L., Merksem (Anvers), no. D 13. Photo: Warner Bros. Ronald Reagan, Patricia Neal and Richard Todd in The Hasty Heart (Vincent Sherman, 1949).


Belgian postcard by Nieuwe Merksemsche Chocolaterie S.P.R.L., Merksem (Antwerp). Photo: Republic Pictures.

American actress, singer, and songwriter Dale Evans (1912-2001) was nicknamed 'the Queen of the West'. She was the third wife of Roy Rogers. Alongside her husband, she appeared in numerous musical Westerns of the 1940s and in The Roy Rogers Show (1951-1957) on TV.


Belgian postcard by Nieuwe Merksemsche Chocolaterie S.P.R.L., Merksem (Anvers). Photo: Republic Pictures. Robert 'Bobby' Blake as the Indian sidekick Little Beaver, (a.k.a. Little Hunter) in one of the 22 entries of the Red Ryder Western franchise at Republic until 1947.

American actor Robert Blake (1933) began acting as a child in the Little Rascals series (1939-1944) and the Red Ryder Westerns. Later, he became known for his stunning portrayal of killer Perry Smith in the film In Cold Blood (1966) and as street-wise detective Baretta the TV series Baretta (1975-1978).


Belgian postcard by Nieuwe Merksemsche Chocolaterie S.P.R.L., Merksem. Photo: Republic Pictures. Caption: "Cette photo vous est offerte par la: Nieuwe Merksemsche Chocolaterie S.P.R.L. Avenue Rerum-Novarum 4, a Merksem (Anvers)." Collection: Daniël van der Aa.

American actor John Wayne (1907-1979) was one of the most popular film stars of the 20th century. He received his first leading film role in The Big Trail (1930). Working with John Ford, he got his next big break in Stagecoach (1939). His career as an actor took another leap forward when he worked with director Howard Hawks in Red River (1948). Wayne won his first Academy Award in 1969. He starred in 142 films altogether and remains a popular American icon to this day.

Researching Nieuwe Merksemsche Chocolaterie

Very little is known about the Nieuwe Merksemsche Chocolaterie. Lia Somers, President of the Royal Circle for Heritage Merksem, was so kind to do some research for EFSP.

Lia Somers: "Everything takes place under different names, at different addresses, only a few dozen metres from each other. The only constant is the telephone number. In the official telephone yearbook of 1949-1950, telephone number 59496 lists a person by the name of C. Gielis with the address Bredabaan 769 (this is the corner house Bredabaan/Begonialei). On a photo card with a film frame on the front, I found a stamp with the text: 'Nieuwe Merksemse Chocolaterie, Bredabaan 769, Merksem'. For many years there was a bakery at that address, which must have also sold chocolate. Then came a business in office furniture and appliances. Meanwhile, optician Maes has been there for years.

In July 1950, the telephone numbers in Belgium were changed. A sixth digit was added! So in front of the number 59496 a 4 was added; the new number became 459496. The telephone yearbook was then also "deduplicated". Instead of 1 massive thick book, there were several books per zone. Now in our search, we cross the Bredabaan to the side with even house numbers. On two other identical photocards with film stars, from the 1950s, I found the following text: 'Cette photo vous est offerte par la New Merksemsche Chocolaterie s.p.r.l.' Only: one of the cards has the address: Chaussée Breda 794 à Merksem (Anvers) tel. 459496 while the other one shows this address: Avenue Rerum Novarum 4.

If we then search in the address books of 1955-56, 1961-62 and 1967, the address Bredabaan 794, we never find the name Nieuwe Merksemse Chocolaterie, but a company with the name Star-Gum-Works pvba (confiserie-chocolaterie), with the same telephone number as the Nieuwe Merksemse Chocolaterie. This address also appears on some small album cards of chewing gum Star Gum and the accompanying bag: Star Gum Works, Bredabaan 794 - Merksem, telephone Antwerp 459496 and the trade register number 100131. It was probably a business of some significance. On the badges, next to the name Star-Gum-Works Merksem tel 459496, the following text appears: Do you want a camera or a football, ask your shopkeeper. As far as we know, there has certainly never been a small factory or warehouse on that spot. There were a few small villas that were demolished one by one, and where we now find an apartment building.

But there is still that second address, Rerum Novarumlaan 4 or 4a. This building does have a large warehouse, so it seems quite possible that the production of confectionery and chocolate took place there. At this address, there is now a practice hall for oriental martial arts. Address books from the 1950s and 1960s also mention a garage, among other things. On the two picture cards mentioned earlier, there are also two stamps in purple ink with the text - on the one card: 'Biscuiterie - Chocolaterie, A. Bonné, Merksem, Avenue Rerum Novarum 4a' - and on the second card: 'Nieuwe Merksemsche Chocolaterie, Brand "Junon", H.R.A. 100131, Rerum Novarumlaan 4a, Merksem.

Here it is important to note that they made chocolate under the brand name JUNON. In this respect, you may want to check with the trade register. They should be able to tell you more. I believe that this is a local 'chocolate factory' in its own right and that there is no link with Meurisse. Hopefully, I have helped you a step forward."


Belgian card offered by Nieuwe Merksemsche Chocolaterie SPRL, Merksem (Antwerp). Photo: Lux-Film, Roma. Silvana Mangano as the rice picker Silvana in Riso amaro/ Bitter Rice (Giuseppe De Santis, 1949), released in Flanders and the Netherlands as Bittere Rijst.

Beautiful Italian film star Silvana Mangano (1930-1989) will be remembered most for the sexy rice picker in Riso Amaro/Bitter Rice (1949), and for Tadzio's elegant mother in Morte a Venezia/Death in Venice (1971).


Belgian postcard by Nieuwe Merksemsche Chocolaterie S.P.R.L., Merksem (Anvers). Photo: Lux Film, Rome. Doris Dowling in Riso amaro/Bitter Rice (Giuseppe de Santis, 1949).

Doris Dowling (1923-2004) was an American actress who had her breakthrough with Billy Wilder's film The Lost Weekend (1945). Between the late 1940s and early 1950s, she acted in a few films in Europe, notably in Riso amaro/Bitter Rice (Giuseppe de Santis, 1949) and Orson Welles' Otello/Othello (1952).


Belgian postcard, offered by Nieuwe Merksemsche Chocolaterie S.P.R.L., Merksem (Anvers). Photo: Warner Bros.

Cute, chubby-jowled Hungarian actor Szöke Szakáll (1883-1955) started his film career in German and Austrian silent cinema. From 1940 on, he became known as S.Z. Sakall in Hollywood. He was memorable as Carl, the waiter in Casablanca (Michael Curtiz, 1942) and played many more supporting roles in comedies and musicals, often as a lovable somewhat befuddled uncle, businessman or neighbourhood eccentric.


Belgian postcard offered by Nieuwe Merksemsche Chocolaterie S.P.R.L., Merksem (Anvers). Photo: Universal.

In the 1940s, voluptuous and exotic-looking British-born film star Patricia Medina (1919-2012) left for Hollywood. There she became a prolific star in melodramas and adventure films in the early 1950s. Most notable is her role in Orson Welles' Mr. Arkadin (1955).


Belgian postcard by Nieuwe Merksemsche Chocolaterie S.P.R.I., Merksem (Anvers). Photo: M.G.M., 1950.

Blonde, slim Vera-Ellen (1921-1981) was one of the most vivacious and vibrant musical film talents to glide through Hollywood in the 1940s and 1950s. Whether performing solo or dueting with the best male partners of her generation, including Fred Astaire, Gene Kelly, and Donald O'Connor, Vera-Ellen gave life to some of the most extraordinary dance routines ever caught on film. She was a dance sensation in a string of light-hearted but successful films. Vera-Ellen retired from acting in the late 1950s.

English-American actor Peter Lawford (1923-1984), is mainly known as a member of the Rat Pack from which he was later banned due to an argument with Frank Sinatra and as the husband of Patricia Kennedy. Although he was never considered a very important actor, he has played in many famous films. He also appeared frequently on television. He was the first one to kiss Elizabeth Taylor and, according to him, the last one to speak to Marilyn Monroe before she died.


Belgian postcard by Nieuwe Merksemsche Chocolaterie S.P.R.L., Merksem (Anvers), no. C 18. Photo: Columbia. Larry Parks and Barbara Hale in Jolson sings again (Henry Levin, 1949).

Larry Parks (1914-1975) was an American stage and film actor. His career arced from bit player and supporting roles to top billing before it was virtually ended when he admitted to having once been a member of a Communist Party cell, which led to his blacklisting by all Hollywood studios. His best-known role was Al Jolson, whom he portrayed in two films: The Jolson Story (1946) and Jolson Sings Again (1949).

Barbara Hale (1922-2017) was an American actress best known for her role as confidential secretary Della Street in the television series Perry Mason (1957–1966), earning her a 1959 Emmy Award for Outstanding Supporting Actress in a Drama Series. She reprised the role in 30 Perry Mason movies for television (1985–1995). Her film roles included The Window (1949), in which she starred as the mother of a boy who witnesses a murder.


Belgian postcard by Nieuwe Merksemsche Chocolaterie, Merksem (Anvers). Photo: Republic / Centra.

Adele Mara (1923-2010) was an American actress, singer, and dancer, who appeared in films during the 1940s and 1950s and on television in the 1950s and 1960s. During the 1940s, the blonde actress was also a popular pinup girl.


Belgian postcard by Nieuwe Merksemsche Chocolaterie S.P.R.L., Merksem (Antwerp). Photo: Paramount.

American actress Betty Hutton (1921-2007) was an energetic, 'blonde bombshell' of the 1940s. She appeared in successful musicals and comedies, including The Miracle of Morgan's Creek (1943), Red, Hot and Blue (1949), Annie Get Your Gun (1950) and The Greatest Show on Earth (1952).


Belgian postcard by Nieuwe Merkemsche Chocolaterie S.P.R.L., Merksem. Photo: Republic Pictures. John Wayne and Gail Russell in Wake of The Red Witch (1948).

American actor John Wayne (1907-1979) was one of the most popular film stars of the 20th century. He received his first leading film role in The Big Trail (1930). Working with John Ford, he got his next big break in Stagecoach (1939). His career as an actor took another leap forward when he worked with director Howard Hawks in Red River (1948). Wayne won his first Academy Award in 1969. He starred in 142 films altogether and remains a popular American icon to this day.

American actress Gail Russell (1924-1961) was an incredible doe-eyed beauty who presented a screen image of great innocence and vulnerability. She is best known for the supernatural horror film The Uninvited (1944). During a promising career at Paramount, she became a victim of alcoholism. It ruined her career, appearance and marriage to Guy Madison. In 1961, she died from liver damage, at only 36.

For more postcards check out our Flickr Album, Nieuwe Merskemsche Chocolaterie.

Thank you for your help, Marco van der Veen, Marlene Pilaete and Ivo Blom. And special thanks to Lia Somers of the Royal Circle for Heritage Merksem for her wonderful detective work!