Jumbo Crackers Feature on ITV's Countdown to Christmas

Our Jumbo Cracker kits were featured today on Antony Worrall Thompson's ITV's Countdown to Christmas 2004 at 5pm.

Design guru Gordon Whistance, who also presents on the show, creates a bang using our 2ft cracker kit. – He looks at the huge range available, how to make your own personalised Christmas cracker and concentrates on decorations all around the home.
http://www.itv.com

How to pull this Christmas!

With office Christmas parties now in full swing, and Christmas Day just around the corner, Woolworths has enlisted the help of a top engineer to develop a formula that will make those with a competitive nature jump for joy – you never need to lose a cracker-pull ever again.

Whether it’s board games, silly stories or cracker pulling, some people just have to win. If you always falter at quiz questions and are sick of being the butt of family jokes, just use the cracker-pull formula that boffins who work for Woolworths have developed, and you’ll never lose at cracker-pulling again!

The formula, developed for Woolworths by Dr Matthew Bennett, B.Eng., C.Eng., MIChemE , is based on a number of factors, all which contribute to the ‘perfect pull’. He spent hours in a laboratory testing over 200 crackers to come up with this formula – just don’t tell the rest of the family!

e = 11 C + 5Q
L

e = optimal angle for pulling the cracker

C = circumference of cracker barrel

L = length of cracker barrel section

Q = cracker "quality factor"

Dr Bennett obtained his first degree and PhD from Bath University, and is now a Senior Process Technology Engineer working for a high profile company.

Says Dr. Bennett, "I always remember as a child wishing I could beat my younger brother/sister at something.

Then while in Woolworths this idea just sprung into my mind as I spend my working life formulating mathematical solutions. By working with Woolworths on this, I feel as though I have finally got my revenge – what a great Christmas present to all kid brothers and sisters, a harmless way to get back at their siblings."

Nicole Lander, Head of Corporate Affairs, Woolworths said: "Most of us want to win when we pull a cracker. This is a guaranteed way to get one up over your brother, mum, colleague or friend to make sure you’re the one cracking the jokes over Christmas lunch or at the office party." Woolworths, which sells around 15 million crackers every Christmas, thinks this is a great idea and is considering adding the formula to some of its packaging for next year.
So how do we know that it really works? Well, here’s the science bit to prove it.

The Optimal Angle of Pull – (e)

The humble Christmas cracker consists of a reinforced barrel section (the bit in the middle) connected to the tail section at either end. (see below). When pulled, the cracker will always rip somewhere within the weak areas connecting the barrel to the tails, as indicated by the lines of likely failure on the diagram. If the tails are held in the same way and pulled straight backwards with an equal amount of force the cracker is equally likely to fail at either end – i.e. your chance of victory is just 50%. To improve your chances of winning the pull, you need to apply some scientific principles!

By pulling the cracker backwards and down at the same time it is possible to concentrate the force across the top face of the opponents line of likely failure making a failure at this point (indicated as "point of extra strain") more likely
A detailed mathematical analysis of the stresses involved has shown that the optimum downwards angle for pulling the cracker (e) is somewhere between 200 and 550, dependent on the geometry of the cracker and the material of manufacture

The equations describing the optimum angle of pull are complicated. Don’t event try to work it out unless you possess a degree in mathematics. Use ours instead!

How can I make sure that my calculations are correct?

To measure C, you need to take a piece of string and wrap it all the way around the circumference of the barrel. Make a mark, straighten it, and measure with a ruler. C & L can either be centimetres or inches, provided the same units are used for both.

Q is a factor relating to the quality of the cracker. It is found that the more expensive crackers tend to be constructed of superior quality, stronger material. As the quality of material improves the optimum angle of pull increases slightly. To determine factor Q, assess the quality of the cracker by visual examination. Q will have a value of 1, 2 or 3 as follows:

Q=1 Value or home made cracker where paper/foil is thin

Q=2 Standard cracker

Q=3 Luxury cracker constructed of sturdy materials

"It is usually possible to estimate the Q factor by just considering the price," continues Dr Bennett. "If you bought your crackers from Woolworths, then up Q by one point. Crackers from Woolies are better quality than their price would suggest."

Although the above equation only approximates the rigorous mathematical solution of optimal angle, the error is usually less than 50. This is a small error, especially when considering that, in practice, it is difficult to pull the cracker on exactly the calculated angle.

How am I sure that it really works?

For example, a standard cracker from Woolies has the following dimensions:

C = 18cm

L = 9cm

Generally, the quality factor Q would be assessed to be a 2. However being a Woolworths cracker, we will take Dr Bennett’s advice and increase the quality factor by one notch to 3. The desired angle of pull is calculated as follows:

e = (11 x 18/9) + (5 x 3) = 370


Getting It Just Right

In order to evenly spread the stress on your own side of the cracker whilst pulling the cracker back and downwards, it is crucial that the following actions be followed. It can take a little practice to master the technique.

The cracker should be gripped approximately one inch from the end of the tail closest to the barrel.

The thumb and forefinger should form a complete circle around the circumference of the tail. Do not stick the thumb out towards the barrel.

The tail should be kept in line with the barrel throughout the pull.

Twisting the tail during the pull should be avoided.

Pull the tail straight back and down without allowing any sideways movement.

Pull with an even steady force. Do not jerk the cracker.

Experimentation on a range of different crackers has demonstrated that, if all of the above principles are adopted, the chance of victory is increased from 50 to 73%.

Pulling the cracker back and upwards at the same calculated angle is equally effective. Although, this way, the prize inside the cracker will fall on the floor.

Tech Life

ABSOLUTELY CRACKERS (www.absolutelycrackers.co.uk) IT may seem like the last refuge of the criminally bewildered, but it is, in fact, the place to buy those things with silly hats, bad jokes and dodgy "gifts" inside.The ones you pull at Christmas. No, not the postboy or the blonde secretary ...

Published in The Daily Record, 2nd December 2002

Pull the other one!

CITY businessman almost told his most famous customer so far to "pull the other one" when they asked for 50 gold crackers for the forthcoming Harry Potter film.

But when movie giants Warner Brothers called on Keith Langford's Absolutely Crackers to provide the props for the Christmas party scene he snapped at the chance as the reality started to sink in. And Keith, who started his Internet firm four years ago after recognising a gap in the market for year-round cracker suppliers, said he never felt tempted to up the selling price for the order despite the studio's wealth. "It was quite a surprise but not such a big deal - so I never thought to charge more than the usual price," said Keith, of Milton Keynes. "If the order was larger then I might have done."

Warner Brothers, who are producing the film adaptation of JK Rowling's bestseller Harry Potter and the Sorcerer's Stone at Pinewood Studios, searched the world for a cracker supplier who could come up with the goods. They finally stumbled across Absolutely Crackers earlier this year after tapping in crackers on an Internet website search engine. "Crackers are virtually unheard of in America," added Keith. "But we can offer them at anytime for corporate events, weddings or other requirements - we even do empty ones for customers to put their own surprises inside."

Keith says he is now hoping to land a contract, keeping his business in the movie frame, supplying crackers to the Planet Hollywood restaurant chain in London and throughout Europe. Harry Potter is screened in the UK from November 16.

Published in The Milton Keynes Citizen (UK) 19th July 2001


Cracker Prop Collectors card from the film

Cracker Kits - Feedback

After searching my hometown for snaps to no avail I found out about your Cracker Kits through Martha Stewart's Living. (December 1998 Christmas Issue). I ordered by phone and got my kit in 7 days. I assembled them for Christmas dinner and also for New Year's Eve. They added to the festivities more than any fine wine. Thank you for your quick service and adding to the holiday celebration. Marilyn

Marilyn Schneider Evansville, Indiana, USA. 31st January 1999

My joke job is a cracker

A CHRISTMAS cracker-maker has had to hire a joke checker - because Americans don't get our gags. The new recruit has to weed out "peculiarly English" jokes after complaints from U.S. distributors. Gags they didn't get include:

Q: What mint can't you eat?
A: The Royal Mint.

Q: Where do policemen live?
A: Letsbe Avenue.

Q: Which panto is set in a chemist's shop?
A: Puss in Boots.

Boss Keith Langford, 30, of Absolutely Crackers in Milton Keynes, Bucks, said: "We don't want to upset the Americans. We do a lot of business with them."

Published in The Sun (UK)
10 December 1998

Solved our place setting, favour and decoration problems in one - Feedback

Thought you might like to hear how we solved our place setting, favour and decoration problems in one. The answer is Wedding Crackers! We ordered them through email and telephone from a company called Absolutely Crackers. We always have loads of crackers at Christmas (on Xmas eve, Xmas day and Boxing day), so I know my family just love them. Our colour scheme is green, white and silver so our crackers are silver with white roses, green leaves and ribbons at either end. They come in silver, white, red or gold, with white, pink or gold roses, green or white leaves and white or pink ribbons. Absolutely Crackers supplied them to us with 5 white sugared almonds in each, tied only at one end. I raided the web for quotes on love and marriage, romantic, funny and cynical and have given each guest a unique quote. We've stuck on little white labels, with people's names written in silver, and these will be the place markers for people so they know where to sit. I'm sure some people will think this is a really strange idea, but I love them, and I think they look very effective. I can't wait to see people's faces when they read the quotes we have chosen. Sarah

Sarah Parkinson, Cambridge, England. 30th July 1998

Tom Smith to Close - What the Papers Say

A Century of Christmas cracker production in Norwich is coming to a close, with the loss of over 170 jobs. Tom Smith Crackers, founded by cracker inventor Tom Smith, is closing after the loss of a major customer and several other smaller customers.
Daily Mirror, 30th July 1998

Royal Cracker Company to Close - The Christmas cracker firm that has supplied the Royal Family with paper hats, novelties and excruciating jokes for almost a century is to close.
Only a small group of Tom Smith staff who roll up the Queen's crackers by hand know their contents and are sworn to secrecy. All that has been given away is that the crackers bound for Sandringham conceal "small but valuable" gifts. None of the mottos or corny riddles that leave royal diners groaning have ever been revealed. Disappointment was expected at Buckingham Palace last night but officials were still awaiting confirmation of the closure. A spokesman for the Tom Smith Crackers said: "I have no doubt that the Royal Family will be very disappointed. They always write thanking us for the Christmas crackers that we provide for them every year and it has always been an important part of our company tradition.
Sunday Telegraph, 26th July 1998

Your Crackers Have Gone Bang, Ma'am - Around 175 workers will lose their jobs at Tom Smith Crackers, of Norwich, Norfolk, when it closes later this year. The company has made the Royal crackers since 1906 - and one of the workers' last tasks will be to hand-make a special, farewell batch. A company spokesman said: "Generations of Royals have worn our Christmas paper hats and laughed at our jokes. We deliver them to all the Royal palaces. "The staff are always sworn to secrecy about the contents and I have no doubt the family will be very disappointed we are closing. They always write thanking us."
Sunday Mirror, 26th July 1998

The Party's Over - Britain's best-known maker of Christmas crackers is to close after 150 years. More than 170 people will lose their jobs at Norwich-based Tom Smith Crackers
Daily Record, 24th July 1998

The firm that invented the Christmas cracker 150 years ago, Tom Smith Crackers of Norwich, announced it is closing with the loss of 175 jobs. The pound has all but seen off its export business.
Daily Mail, 24th July 1998

Going Crackers in Hawaii - Feedback

What can I say except, thank you! They were such a great hit with everyone. I used the crackers to give away the centrepiece. In one cracker I placed a pink fishing lure in and whoever had that lure in their cracker won the centrepiece for their table. The winners then had to put the crowns on but everyone who had one put it on and several of them were wearing it throughout the rest of the evening. People are still talking about our wedding and how much fun they had and we owe part of it to you and your crackers. Thank you again for everything! Colleen.

Colleen M Yoneda, Hawaii, 16th June 1998

Our Daughter's Fourth July Wedding - Feedback

It is Done! The wedding was beautiful! The weather here heavenly and the accessories (flowers, dresses, food, etc.) were lovely! Giving the crackers as favors was a Huge "hit"!! The paper contents went flying across tables as pop's were heard throughout the room. It added just enough of the Fourth of July to my daughters wedding day. Thank you so much for all the help and correspondence over the past year (or more). I know I will be checking back again for the holidays. Susan

Susan Powell, New York, USA. 6th July 1998

Christmas Websites

Absolutely Crackers Ltd http://www.absolutelycrackers.com/ Inspired by a sugared almond wrapped in tissue paper, confectioner Tom Smith invented the first Christmas cracker in 1847. The company he started is now the world's leading manufacturer, and this fascinating history of the device includes the use of cracker "snaps" to simulate machine- gun fire for troop training in the Second World War, and the special set still made each year for the Royal Family - style and contents a closely guarded secret. In the US, though, a cracker is something you eat with chilli, or a term of racial abuse, so this site aims to recruit more Americans to the habit of mottoes, bad jokes and silly hats.

Independent 16th Decemeber 1997

Online crackers for Christmas

Keith Langford doesn't mind if people call him Absolutely Crackers, for that is the name of the company he has set up to sell them all over the world via the net (Nicholas Booth writes).

But be warned: a cracker isn't just for Christmas, it could be there for every aspect of your life. And Langford's Web site at http://www.absolutelycrackers.com will tell you everything you ever need to know about luxury crackers, party and theme ones, catering crackers, and deluxe wedding crackers. By offering such a service, Langford says he hopes "to revolutionise crackers for the new millennium".

Crackers have come a long way since they were invented in 1847 by Tom Smith. Coincidentally, Absolutely Crackers distributes the Famous Tom Smith brand to both the US and Britain. Yet the Christmas favourites are not so well known in the US. Even the most cursory Web search reveals that most sites connected with "crackers" refer to biscuits.

According to Langford, crackers are only available from major stores such as Macy's in the larger cities. "There is a vast untapped market in the States," he says. "There are many gift shops which would probably want to sell them, as well as less well-known chains. The net is the best way to reach these shops."

He hopes to get crackers out of the niche market in the US, where sales are restricted to "boutique" sites such as Oldenglishcrackers which sells exclusive, hand-made crackers made from satin and silk. Langford himself has registered the site with the .com address with the American market in mind.

Published in The Times (UK)
10th December 1997

UK News - The Royal Mail Goes Crackers for Christmas

Royal Mail issued the set of five new stamps that millions of people in London will use in the run upto Christmas to send their seasons greetings to friends and loved ones.

The Christmas Crackers series celebrates the 150th anniversary of the invention of crackers by confectioner Tom Smith at his Finsbury Square premises in 1847. Victorian images of the new stamps took designer John Gorham, of Bramley in Surrey, three years to develop and led him to the archives of the Tom Smith company now based in Norwich. "I had to trawl through material from the original company until I came across brochures advertising what were then known as snap-crackers," said John. "Obviously, it was alot of sweat and worry to get the designs right but, now they're out, it's terrific."

Consumer Mail marketing manager Rowena Robson said "The Cracker has become a symbol of Christmas tradition just like the turkey dinner. The 150th birthday is a perfect opportunity for the Royal Mail to celebrate this unique British contribution to Yuletide festivities."