The Aporia · This family has been selling showbags since 1947. These are their favourites

Samantha Atkinson runs showbags stalls at the Melbourne Royal Show alongside her daughter Asher and grandfather Marcus, continuing a family tradition that began in 1947 when Samantha’s great-grandparents started selling Nestle chocolate showbags. The business, Bensons Trading, now sells over 200 different showbags each year across four large stalls, with Cadbury being the most popular brand. This year, they expect to sell more than 350,000 bags in total and 95,000 Cadbury units alone during the event, which runs until October 4.

Written by AI on 2026-10-01, from this article's own text only (the story summary below draws on all the coverage).

Story summary

Samantha Atkinson from Bensons Trading, a family business that has been running showbag stalls at the Melbourne Royal Show since 1947, recalls her childhood days when she had free access to popular brands like Cadbury and Hubba Bubba chewing gum in showbags. Today, her 12-year-old daughter Asher Gilbert enjoys helping out with re-stocking and selling bags, particularly favoring the Squishy Things bag featuring squeezable toys. This year marks the fourth generation of Atkinsons participating in the event, as Asher continues a family tradition that began when Samantha's great-grandparents Bill and Muriel started selling Nestle chocolate showbags at the Show.

Written for “Showbag Favorites Tradition” on 2026-11-02, grounded in this article and the 0 other(s) covering the same event.

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Carolyn Webb

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While it’s hard work and she keeps tabs on product trends, she enjoys travelling and meeting people and is always learning. Samantha says Asher is interested in working in the business in future, and she would encourage her.

framing: assertive · carried by 1 article(s) · first seen 2026-10-01

2026-10-01 · The Sydney Morning Herald

This family has been selling showbags since 1947. These are their favourites · assertive framing

Life is sweet when your family runs showbags stalls at the Melbourne Royal Show – and Samantha Atkinson doesn’t disagree. asserted

Atkinson → run → Show

She doesn’t try to play it down. asserted

She → try → it

“It was amazing,” she says. asserted

she → say → ?

“I’d just go behind the counter and take them.” asserted

I → go → them

Now Atkinson’s own daughter, Asher Gilbert, 12, has her pick of bags, of which her favourite is Squishy Things, which features squeezable toys shaped like cheeses and dumplings. asserted

which → have → cheeses

But it’s not all choccies and novelty stickers. asserted

it → ’ → ?

Asher is happy to help behind the counter, re-stocking and selling bags alongside her mum and her grandpa, Marcus Atkinson. asserted

Asher → help → mum

It’s not a chore. asserted

It → ’ → ?

“It makes me happy because I get to work around fun things and be with my family,” Asher said. asserted

Asher → make → family

Asher is the fourth generation to sell showbags at the show for the family business, Bensons Trading, aka showbags.com.au. asserted

Asher → sell → showbags.com.au

In 1947, Asher’s great-grandparents, Bill and Muriel Atkinson, started selling Nestle chocolate showbags at the Show, and over the years, their brand list multiplied. asserted

list → sell → years

Bill died at home on Show Day night in 1967, aged 47, of a heart attack. asserted

Bill → die → attack

His widow Muriel kept the business going with the help of her three sons, and it flourished. asserted

it → keep → sons

Today the Atkinsons sell 200 different showbags in four big stalls in the Showbags Pavilion. asserted

Atkinsons → sell → Pavilion

They have 160 employees and distribute showbags to over 150 Australian shows. asserted

They → have → shows

Marcus, a full-time employee since 1972 when he was 16, says the Hot Wheels, Barbie and Pokemon showbags have long been top sellers. asserted

showbags → say → 1972

The family expects to sell more than 350,000 showbags over the course of the event. asserted

family → expect → event

Cadbury remains the most popular brand. asserted

Cadbury → remain → ?

At this Melbourne Royal show, Bensons Trading expects to sell 95,000 units across 15 different Cadbury showbags, which sell for between $5 and $20 each. asserted

which → expect → 5

A major change, and extra cost, came five years ago when authorities directed that plastic bags be phased out in favour of paper. asserted

bags → come → paper

Curiously, Marcus’ parents started the business with paper showbags until paper became too expensive. asserted

paper → start → showbags

In February 2025, Marcus handed the CEO role to his daughter Samantha, but he is still in charge of orders and stock replenishment and, like Samantha, he travels to international trade shows and overseas suppliers. asserted

he → hand → shows

Samantha quit her job as a Virgin domestic flight attendant 20 years ago to join the family business, feeling that it gave her more opportunity for growth. asserted

it → quit → growth

she → ’ → her

“It’s a successful business, but she’s going to have to work hard to continue on with it,” Samantha said. asserted

Samantha → ’ → it

“Or she might be able to evolve it into something else, you never know.” uncertain

you → evolve → something

The 2026 Melbourne Royal Show continues until Sunday, October 4. asserted

Show → continue → Sunday

This family has been selling showbags since 1947. These are their favourites

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