So Roy saddled up Trigger and rode north to American Thermos in Connecticut, which also had been feeling slumping sales from its lunch box / thermos sets, and especially now with Aladdin's success. AT decided to do Aladdin one better by using bright, full-color lithography on all sides of the box instead of a decal on one face. They sold 2 1/2 million Roy Rogers & Dale Evans boxes in 1953, increasing their total sales 20% in one year.
Aladdin retooled and adapted full-lunch box lithography for their 1954 line. So did some newcomers, ADCO Liberty and Universal, as well as another old-style lunch pail manufacturer, Ohio Art (which a few years later, flush with lunch box profits, diversified into making toys including Etch-A-Sketch). The box wars had begun, as manufacturers scrambled to be the first to tie up rights to the hot new TV shows.
In 1962, Aladdin added another trademark feature: They stamped the designs into the metal, giving a bas relief, 3-D effect.