The Story of RCA's Nipper--"The Master's Voice"

RCA Victor's dog, "Nipper"

A character molded in plastic, neon and steel in roadside signage play an important role of attracting the passersby, who can be lured inside by a figure outside. One of the best examples of the characters coming alive lies with RCA Victor's mascot, Nipper.

Nipper became associated with the service and products that RCA offered in  the early part of the 20th century.

No where is the matched or unmatched association between product and business evident than the phonograph-listening dog Nipper of RCA Victor fame, who was created back in 1910 when the company was known as Victor Talking Machine Company.

Nipper became the lifelong best friend of the company, so much so that signage that included him in the 1950s the dog sat alone without the phonograph (see RCA image). The dog alone became a lasting symbol of the company. His voice was labeled "The Master's Voice."