After Tom Smith's death, his three sons set about developing the cracker designs, contents and mottoes. Walter Smith, the youngest son, introduced a topical note to the mottoes which had previously been love verses.Special writers were commissioned to compose snappy and relevant maxims with references to every important event or craze at the time from greyhounds to Jazz, Frothblowers to Tutankhamen, Persian Art to The Riviera.

The original early Victorian mottoes were mainly love verses...Eventually these were replaced by more complicated puzzles and cartoons, and finally by the corny jokes and riddles which characterise our crackers today. Walter also introduced the paper hats, many of which were elaborate and made of best tissue and decorative paper on proper hatmakers stands. He also toured the world to find new, relevant and unusual ideas for the surprise gifts such as bracelets from Bohemia, tiny wooden barrels from America and scarf pins from Saxony. Some contents were also assembled in the factory like the thousands of tiny pill boxes filled with rouge complete with powder puff.

Tom Smith were now able to fulfil special orders for both companies and individuals. Records show an order for a six foot cracker to decorate Euston Station in London, and in 1927 a gentleman wrote to the Company enclosing a diamond engagement ring and 10 shilling note as payment for the ring to be put in a special cracker for his fiancée. Unfortunately he did not enclose an address and never contacted the Company again; the ring, letter and 10 shilling note are still in the safe today.