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1938 R83A Gum, Inc. "Lone Ranger" Premiums Store Advertising Promo Sheet
Starting Bid - $200, Sold For - $360
Extremely rare advertising sheet, issued by Gum, Inc., in 1938, promoting the company's "Lone Ranger" premium cards (R83A). The front of the 8 x 10-inch paper flyer pictures a montage image of all five premium cards offered, while the reverse provides complete instructions for boys and girls on how to obtain them (it involved buying a lot of "Lone Ranger" Bubble Gum!). As noted on the reverse, the premium cards depict scenes from Republic Pictures' The Lone Ranger, thus promoting the movie serial as well. While nearly all collectors are familiar with the actual premium cards, this promotional flyer is seldom encountered and is a perfect complement to any advanced R83A collection. In many ways, it represents a "sixth premium" to the set. The reason for its rarity today is obviously related to its purpose (it is an advertising piece) and limited distribution, as well as its extremely fragile nature. Printed on thin paper stock, few survived the rough handling they endured at the hands of young children as they ran from the candy store to show their parents exactly why they needed more money for "Lone Ranger" Bubble Gum. Parents too were probably quick to toss them in the trash as soon as their son's or daughter's interest shifted to the next "must have" premium. The offered advertising sheet was recently discovered by our consignor at a garage sale, along with a complete set of premiums and an additional promo sheet, which appear together elsewhere in this auction. The offered example displays only light traces of wear to the corners and a tiny, almost imperceptible, chip along the top border. Free of any creases or heavy wrinkles. Excellent condition overall. If the premiums weren't rare enough, this piece is far rarer! Prior to this auction, we have offered only one other example of this advertising promo sheet in more than forty years! SOLD FOR $360
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