Nothing was immune from helpful wartime advice – not a matchbook, not a matchbook for chewing gum.

Kudos to Topps for working the word “Chum” into the campaign, since it connotes both friendliness - hey, chum! – and the defining phonemes of “chew” and “gum.” The drawing has the unmistakable style of O. Soglow, creator of the famous “Little King” strip.

War’s over, Soglow’s dead, but Topps maintains. As does the presence of Gis in places with conspicuous minarets, as it turns out.