According to Sutton & Nauck (American Record Labels and Companies, 2000) Playtime was launched in 1924 by Plaza, which also marketed children's Playtime phonographs. After a business merger in 1929, the label became owned by American Record Co. (ARC), and was again transferred, in 1938, to CBS; the label name lasted into the late 1950s. While the illustration has a 'British' look to it, the lettering of the label name, with its squared-off letterforms, is more 'American'-looking. Released in both of the new common speeds for singles (at the time) 78rpm and also 45rpm.