Cracker Jack is a flavored candy-coated popcorn mixture, which was introduced by F.W. Rueckheim and Brother in 1896 at the World's Columbian Exposition, Chicago's first World's Fair. It is well known for its Cracker Jack toys and sailor boy logo. It was popular for being packed with a prize inside which has trivial value. Cracker Jack collectors search for post cards, small glass figurines, old boxes, toys, magazines, and advertising materials. It is also famous for its connection to baseball lore. Since 1997, Cracker Jack has been owned and marketed by Frito-Lay.