Darrell Lea, then (1952).One of Australia's great icons, whose shops have been unmistakeable extravaganzas of garish lolly merchandising for more than 60 years, has decided to take the leap into advertising.The move is to prevent Darrell Lea from becoming "a dinosaur", in the words of one senior executive.Darrell Lea, which introduced Australians to the joys of eating mixed chockies back in 1927 (and which has possibly kept a generation of Australian dentists in business), may still be going strong, but it is worried that its iconic image may be vulnerable. June 1, 1952. (Photo by Howard Harris Studios).