During the so-called Silver Age of American game manufacture (1915-1945) the Rochester firm All-Fair, Inc. was probably the third most important game maker after the giants Parker Brothers and Milton Bradley. Known by several names such as Alderman-Fairchild Company, Fairco, and E.E. Fairchild, the firm grew out of Rochester's strong printing industry, influential since the late nineteenth century. All-Fair's games were characterized by catchy names, timely designs, and bright colors. No job, it seemed, was too big or too small for All-Fair, from individually personalized card decks to paper labels for other manufacturers. Well established in Rochester, the firm eventually moved to Churchville, NY, and began to shrink. The quality and look of their games and puzzles diminished and All-Fair went out of business around 1980.