McCoy Pottery – How it Changed its Image in the Public Eye & Succeeded

Few companies are able to make a comeback, and certainly within its first two decades of existence, after recreating its image. Doing it in the public eye is even more challenging. Yet, for McCoy Pottery, it not only successfully pulled it off, but when it did re-emerge, it found an even greater stage.

McCoy in Zanesville

Like many American art pottery companies, McCoy got its start in the heart of art pottery paradise: Zanesville, Ohio. Founded in 1910 by Nelson McCoy and his father, J.W. McCoy, the company first set its sights on more utilitarian designs.  They found success, but it made what can only be described as rookie mistakes. It seemed as though it had a bit of an identity crisis in those earlier days.

Along with creating functional stoneware, it also was in the clay mining business. It partnered with close to a dozen other stoneware companies to define the American Clay Products Company. These designs were functional, just like McCoy’s own pottery designs, though there was nothing to really set the company apart and certainly there were no markings that revealed its collective origin. There was a bit of confusion: was McCoy Pottery now a part of ACPC or were they still two separate entities?

The public wouldn’t get the opportunity to figure it out as ACPC fell apart in the late 1920s.

Shifting Models

Three years later, smarter for the experience, Nelson and his father began rethinking and redefining the initial business model. Those first few years were challenging and by the mid 1930s, the writing on the wall was clear: interest in pottery as foodware was waning. The father/son duo had to rethink things yet again. Enter the Nelson McCoy Pottery Company.

The designs shifted and a new artist, Sydney Cope, played a significant role in defining the look and feel for the artistic efforts. The winds of change were still blowing, though and by the 1940s, and in response to the war, the company found itself making clay landmines.

It was also during this time that McCoy brought its technology up to par.

McCoy Redefined 

The war ended and before long, McCoy had finally found its identity. That identity included a maker of a more whimsical presentation. McCoy Pottery became synonymous with the cookie jars collectors still look for today. They’re highly collectible and it’s been suggested that McCoy designs are as prone as Roseville Pottery designs when it comes to counterfeiters looking to make fast money on fake pieces.

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