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The History of Treasure Craft

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The History of Treasure Craft

Katrina

Tom Glenn
Treasure Craft was founded in Gardena, California, in 1945 by Alfred A. Levin shortly after his discharge from the United States Navy. He began his business by selling items manufactured by local California potters.

By the early 1950s Treasure Craft was manufacturing its own ceramics and had expanded to several small locations in southern California. In 1956 Treasure Craft consolidated manufacturing and shipping in Compton. This original location was later the front door to the facility in the late 1990s and was located at 2320 North Alameda Street. Bruce Levin, Alfred's son, joined Treasure Craft in 1972 and succeeded his father as President.

Pfaltzgraff
In November 1988, Treasure Craft was acquired by the Pfaltzgraff Company of York, Pennsylvania. Pfaltzgraff has been in business since 1811 and is the largest and oldest manufacturer of casual dinner in America.

Over the years, Treasure Craft gained a reputation as a front runner in the housewares and gift industry, primarily due to its dynamic designs in decorative kitchen pantryware and tableware. Notable product offerings have included southwest looks such as "Taos" and collectible cookie jars, many of which are styled as film characters such as Snow White and the Seven Dwarfs.

Treasure Craft ceased manufacturing in Los Angeles in 1995 when an import program was established, enabling the company to offer sharply competitive prices. Treasure Craft's products were then sourced either in Mexico or Asia. The line was focused on cookie jars and casual kitchen coordinates. Approximately 60% of the products were licensed designs.

New Ownership
The years 1998 - 1999 saw an ownership change at Treasure craft, although the name and location remained the same. At this time the owners specialized in limited edition products, including large licensed cookie jars from Disney.

Zak Designs
In 1999, Treasure Craft was sold again to Zak Designs, a leader in licensed products aimed primarily at the juvenile market. Although the Treasure Craft name was in use by Zak Designs for several years, it appears to have been phased out and as of this writing, no current products are in a Treasure Craft line. But Zaks Designs has periodically produced jars, in the fall of 2010 there were several licensed Disney jars that were made for and sold exclusively at Tuesday Morning Company.

Updates by Barb Crews

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