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'Billiken' in Argentina is a trademark of several products, but the most famous is for a children's magazine created by writer and publishing entrepreneur Constancio Cecilio Vigil in 1919. In principle it was a literary publication, of curated content for children, which later included comics and in the mid-twentieth century already matched its articles with the Argentine primary school educational program, so that the magazine would serve the students in their studies. It was distributed in many countries of South America and today exists in digital format. The etymology has a curious legend, Billiken is the name of an amulet with Buddhist reminiscences that attracted happiness, very popular in the USA in the first decades of the last century, and served not only as inspiration for the brand of this magazine, but for others in America, and also for the goodies.