New Products 08 August 2026 John Bull – British Character & Home Guard Concept

John Bull is the traditional national personification of England, and later Britain, much like Uncle Sam represents the United States or Marianne represents France. Rather than being a real historical figure, John Bull is a fictional character who has symbolised the British people for over 300 years.

The character was first created in 1712 by Scottish physician and writer John Arbuthnot in a series of political pamphlets. Arbuthnot portrayed John Bull as an honest, stubborn, plain-speaking English farmer who became embroiled in European politics. The character quickly gained popularity and evolved into one of Britain's best-known national symbols.

Throughout the eighteenth and nineteenth centuries, John Bull appeared regularly in newspapers, satirical magazines and political cartoons. Artists such as James Gillray, George Cruikshank and the illustrators of Punch magazine transformed him into the familiar figure recognised today: a broad-shouldered country gentleman wearing a top hat, waistcoat, frock coat, breeches or rolled trousers, and sturdy boots. He was often shown carrying a walking stick and represented the resilience, independence and common sense of the British people.

By the Victorian era, John Bull had become the embodiment of Britain's confidence and growing influence around the world. During times of political debate he could represent the voice of the ordinary citizen, while in wartime he symbolised national unity, determination and endurance.

Although Uncle Sam eventually became the dominant recruiting figure in the United States, John Bull continued to appear on British propaganda posters throughout the First World War. One of the best-known examples is the "Who's Absent? Is it You?" recruitment poster, in which John Bull points directly at the viewer, encouraging men to volunteer for military service.

During the Second World War, John Bull was used less frequently than other British symbols such as the British Bulldog, the Union Flag and Winston Churchill. However, he remained a recognisable symbol of Britain's identity and steadfast spirit.

John Bull in the Jager Hobby Concept Series

This concept series imagines John Bull in a new role as an elderly member of the Home Guard during the Second World War. Rather than portraying him as a frontline soldier, these designs present him as the embodiment of Britain's civilian resolve during the Blitz—a volunteer standing watch over his community, protecting the Home Front and representing the determination of ordinary people.

The concept combines John Bull's traditional appearance with authentic Home Guard equipment and poses inspired by wartime observation, civil defence and resilience. It is intended as a respectful reinterpretation of one of Britain's oldest national characters while remaining faithful to his long-established role as the personification of the British people.

Project Status: This is an original Jager Hobby concept currently in development. The artwork shown represents early design studies and is intended to explore character, costume and storytelling before any sculpting or figure production begins.