The company hired Frederick Rhead, a highly regarded Englishman, as the artistic director, and he created streamlined Art Deco designs which immediately resonated with the public as Fiesta-- introduced about 1936. In keeping with the Art Deco design aesthetic, the simplicity of the geometric shapes and the use of bold colors were welcomed after the excesses of the Victorian and Art Nouveau periods. Furthermore, Fiesta was introduced at a price that made such design affordable to the mass market. The original production included over 30 items including plates, bowls, teapots, cups and saucers, trays, etc. Additional and more specialty  items were added soon thereafter such as egg cups and vases.

Fiestaware was marketed by playing on the images of Mexican "fiestas" and the phrase "The dinnerware that turns your table into a celebration" was born as a marketing slogan. Eleven different Fiesta colors were introduced between 1936 and 1959, starting with red (made from depleted uranium oxide), medium green, cobalt blue, yellow, and ivory and, followed by turquoise in 1938, gray and light green in 1943, and forest green, chartreuse, and rose in 1951. While new colors were added thereafter and some colors were retired, Fiesta remained very consistent in both styling and in the bold use of color.

While Fiestaware is still made today, collectors seek out the original production which can be identified by the marks on the pieces. For the original production, three different marks were used: "Fiesta/ HLC USA", "HLC/Fiesta/Made in USA", and "Fiesta/Made in USA/HL Co.". Fiestaware is actively copied, so one much be careful of reproductions or similar wares made by other companies. Since about 1940, Homer Laughlin also marked all of their production with the mark "Genuine". It should also be noted that some smaller, genuine Fiesta items may not have any markings whatsoever such as salt and pepper shakers. Be careful to look at the detailing and quality, and especially the spacing of the circles which on genuine Fiestaware should narrow progressively.

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