Cellophane is a thin, transparent packaging material made from cellulose, a component of plant cell walls. From the 1930s, Cellophane was big business for its manufacturers Du Pont. In 1938 it accounted for a quater of Du Pont’s profits. As other packaging materials proliferated in the 1960s, sales of Cellophane dwindled though, being 100% biodegradable, it has since made something of a comeback.
Many of these poster ads for the stuff from the 1930s, ’40s and ’50s probably wouldn’t be allowed nowadays, not least because they might encourage parents to wrap everything in sight, including their beloved issue, in asphysiating plastic.