It looks like they were still in business at least 36 years later (at 5815 North Broad Street in Philly).

The kids appear to be looking at two (or more) photographers. Hopefully, their heads weren't chopped off in those photos, too.

Further, one kid hasn't figured out the bad news: their prize is what appears to be a case of canned goods. Were they able to trade it for a pair of roller skates and candy before their mothers found out?

The little girl looks like she came from Little Annie's orphanage! Make me wonder where the red headed girl is?

What, no helmet? No padding?

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Printers' Ink: A Journal For Advertisers.
September 13, 1899.

Premiums As Advertisements.

By Richard Wallace.

In the opinion of many, premium-giving is a poor way to advertise. Yet there are others who find the system to pay, and pay well. Notable among such concerns are the Kirkman Borax Soap people, whose factory is in Brooklyn. Nowadays their advertising efforts are almost solely confined to their system of offering premiums for coupons and wrappers, and the only mediums they use are their own packages of Borax Soap. These usually contain a large circular, which describes, by illustration and text, the various premiums that are to be given, and the number of coupons or wrappers required to obtain any particular article.

The premiums range downward from clocks and watches to mere chromos*, but that the scheme is popular and profitable is shown by the fact that the firm finds it necessary to keep a staff of clerks whose sole duties are to keep track of the applications for premiums, count coupons, and see that the proper articles are sent to those asking for them.
…
The success of the premium scheme lies in the fact that once a woman begins to save her coupons or wrappers she perseveres in the collection until she has the desired number, and so has to continue using the soap. This, by the way. has its own inherent merits, and so the woman who once begins to use it continues to do so, and gets article after article in exchange for her coupons. There are thousands of names on the premium books that have been there for many years.

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