The Future of Children's Stamps?
In late September 2024, national and regional media featured information about '100 years of Kinderpostzegels'. Did you read them in print or online? A number of these publications provided a historical overview of the success of the Kinderpostzegels throughout the years, but these same publications also contained critical notes from journalists regarding the future of sales of these stamps. Is there a future for the Kinderpostzegels? And if the answer is positive, which future themes will resonate with children and philatelists?
Children's Stamp Timeline (summary of milestones)
1924
A royal decree stipulates that postage stamps may be issued in the Netherlands with a surcharge 'for the underprivileged child'. The stamps were designed by G. Rueter. The stamps feature an image of a child's face between two guardian angels. Volunteers sell the first children's stamps that year. The proceeds amount to 51.000 guilders (€ 23.143). The money goes to hundreds of institutions for children under guardianship.
1931
This year's children's stamps are special because, for the first time, a photo is being printed in a reduced size on a stamp. Many people do not appreciate this; they do not view photos as something cultural. The stamps feature children with disabilities. The designer, G. Kiljan, wanted to illustrate in this way what the surcharge on the stamps was intended for.
1942-1943-1944
Due to the war, no children's stamps were issued. That means there were 97 issues, not 100.
1948
In 1948, teacher G. Verheul from Waarder came up with the idea of having the children from his school go door-to-door with children's stamps. According to him, this was also useful for the children themselves: in this way, they learned not only to approach people and tell their stories, but also to handle cash payments and deliver orders.
1965
For the first time, children's drawings are depicted on children's stamps.
1965 - 1970
The Dutch children's stamp blocks from 1965–1970 are on a list of harmful issues compiled by the Fédération Internationale de Philatélie because the surcharge on two of the five stamps was higher than half the face value (which would unnecessarily drive up costs for collectors).
1972
Designer Gerard Wernars turned the slides of HRH Prince Claus into the four stamps and the sheet in 1972.
2004
The Children's Stamp is 80 years old. This is being celebrated with a special children's encyclopedia (112 pages). The copies were given to children who participated in the school campaign.
2012
Forty years later, HRH Prince Willem-Alexander followed in his father's footsteps and took photos of his three children. It became the best-selling children's stamps ever. Mintage: 4.750.000 sheets.
2017
On September 30, 2017, the Children's Stamp Campaign was included in the National Inventory of Intangible Cultural Heritage. Intangible heritage consists of traditions with which society identifies.
2024
The 2024 Kinderpostzegels (Children's Stamps) are designed in the strong colors of the Kinderpostzegels superpower campaign. In the 2024 campaign, the theme of resilience is depicted using five elements of resilience: a secure foundation, loving attention, being yourself, overcoming setbacks, and receiving opportunities. The circles in the background of each stamp represent a trampoline, the symbol of the resilience campaign. Three stamps feature a short text, while the other two display symbols. All Kinderpostzegels this year are superpower stamps thanks to the positive symbols, encouraging texts, and cheerful colors. The large stamp on the right with the text 'you are super' is extra special because of the unique QR code. By scanning the QR code, the sender can record a personal video message. The recipient who receives the postal item with this 'superpower stamp' scans the QR code and can then watch the video message. An orange ribbon is visible on the bottom edge of the sheet, linking the theme of superpower to the 100th anniversary of Kinderpostzegels. The orange ribbon is derived from the wristband that children wear this year when going door-to-door. (Source: PostNL).
The Children's Stamp Campaign and the Royal House have shared a special bond for decades. They were involved right from the start with the Royal Decree in 1924. Support for this campaign also came from Queen Juliana and Beatrix. Furthermore, King Willem-Alexander and the children and grandchildren of Princess Margriet also went door-to-door to sell the stamps. The Royal House itself was the focus of the 1972 and 2012 issues.
Critical voices about the future
Naturally, a celebration can be organized. One hundred years of Kinderpostzegels is no small feat, and the organization that makes it possible donates the proceeds to worthy causes for children—children who are struggling. But what does the future hold for the 101st and subsequent editions of the Kinderpostzegels? What are the Kinderpostzegels Foundation's views on the future? Is there a policy vision? Last month, September 2024, the media was full of '100 Years Celebration of Kinderpostzegels,' but it also voiced critical opinions. A brief selection is provided below.- Who still sticks children's stamps? The children's stamp is 100 years old. But fewer and fewer children are going door to door to sell the stamps. (NRC, 26.09.24).
- The Netherlands' most beloved stamps for 100 years. (AD, 25.09.24).
- Royal competition. Princess Margriet (81): 'Interactive stamp too complicated for me'. (Telegraaf, 28.09.24).
- 'Children's stamps? I don't use those anymore, man.' (ND, 27.09.24).
- The children's stamp is 100 years old, Jan (70) from Grou has been collecting the stamps for 60 years. 'In the past we used to walk down the street with a bag of money'. (Leeuwarder Courant, 25.09.24).
- 100 years of door-to-door shopping: Kinderpostzegels celebrates anniversary with video stamp. (NOS, 25.09.24).
- Annual campaign remains a tradition, even though the letters are 'far too old-fashioned'. (Volkskrant, 27.09.24). Letter of the Day: Children's stamps, call it quits. (reader reaction to Volkskrant newspaper, 27.09.24).
- Children's Stamp Campaign for the hundredth time. Ferran sells Princess Margriet the first stamp. (Leidsch Dagblad, 26.09.24).
- About half of the primary schools are currently participating, approximately 130.000 children. Schools find it difficult to find the time. Teachers are already under time pressure, and the teacher shortage also plays a role. In 2016, 160.000 children participated, and in 2023, that number had dropped to 120.000.
- Revenues: 1947 (250.000 guilders), 1957 (1,8 million guilders), 1982 (15 million guilders), 1998 (18 million guilders), 2022 (9 million euros), 2023 (9,6 million euros). There are 38.000 donors and one million people order a product. Half of the income comes from door-to-door sales. Competition from other charities is fierce. Fewer people send letters and cards anymore due to the rise of email, chat programs, and social media.
- Besides cards and stamps, the assortment has been expanded to include plasters, shopping bags, tulip bulbs, anemones, and tea packages. The last three products were not a success. The biggest threat is that fewer and fewer stamps have been used over the last 10 years.
- In 2023, the Kinderportemonnee was introduced, a special fund for which children can choose a destination themselves. With this unique initiative, children not only contribute ideas but also make concrete decisions about which children receive (extra) help from Kinderpostzegels. This fund currently holds 1,5 million euros.
Future themes
What strikes me is that in recent years, themes have been chosen that have a neutral or 'happy' character for children. And in recent years, 'comics' have been chosen. Choose a social topic for next year, namely: with bullyingLarge groups of children are affected by this, and it even leads to loneliness and other negative behavior.
- Charlotte Dematons (1957): various publications including Sinterklaas (2007 and 2023), Alfabet (2020).
- Aimée de Jongh (1988): various publications of Taxi! (2019), Lord of the Flies (2024).
- Barbara Stok (1970): various publications, including Vincent van Gogh (2012 and 2019).
- Thé Tjong-Khing (1933): various publications and prizes.
- Martin Lodewijk (1939): various comics, including Agent 327.
The future of children's stamps will likely be a difficult one. Children no longer come into contact with the stamps, so they have lost their connection to them. Perhaps through sales, but not via postcards, letters, and packages.
Perhaps, in the event of increasing loneliness among young people, the focus could be on how mail can help.
Such as a card to your sick classmate, handmade cards, love letters, or making international connections with, for example, the popular 'Postcrossing'.