At the beginning of the Second World War, radio was a big player in the promotion and distribution of premiums, usually toys that were closely related to the radio program. There were many radio shows that offered premiums to their listeners, but "Captain Midnight" was one of the best known. The early sponsor of "Captain Midnight" was Skelly Oil, and parents could get forms to mail-in for radio premiums at the gas stations. Later, Ovaltine became the sponsor of "Captain Midnight", and it continued the premiums through advertising on the labels and foil tops of Ovaltine that could be collected to exchange for "Captain Midnight" premiums and offering membership to the "Secret Squadron".