Trade cards are the ancestors of trading cards. Some of the earliest prizes found in retail products were cigarette cards — trade cards advertising the product (not to be confused with trading cards) that were inserted into paper packs of cigarettes as stiffeners to protect the contents. Allen and Ginter in the U. S. in 1886, and British company W. D. & H. O. Wills in 1888, were the first tobacco companies to print advertisements. A couple years later, lithograph pictures on the cards with an encyclopedic variety of topics from nature to war to sports — subjects that appealed to men who smoked – began to surface as well. By 1900, there were thousands of tobacco card sets manufactured by 300 different companies. Children would stand outside of stores to ask customers who bought cigarettes for the promotional cards. Following the success of cigarette cards, trade cards were produced by manufacturers of other products and included in the product or handed to the customer by the store clerk at the time of purchase. World War II put an end to cigarette card production due to limited paper resources, and after the war cigarette cards never really made a comeback. After that collectors of prizes from retail products took to collecting tea cards in the UK and bubble gum cards in the US.