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Lot # 1020 (of 1512)   < Previous Lot | Next Lot >

Extraordinary Circa 1938 Wheaties Advertising Archive - Newly Discovered!

Starting Bid - $1,000, Sold For - $1,680

This remarkable collection of newly discovered material is comprised of various posters, proofs, and original artwork used by Wheaties for its advertising campaigns in 1937 and 1938. Among the highlights are five large retail advertising posters, including one featuring Joe DiMaggio and another picturing members of the Boston Bees, a near-complete set of 1937 Series 6 Wheaties panels, and proofs for three of the 1938 Series 10 panels. Each piece in this collection represents a file copy saved by either Wheaties or its advertising firm for its archives. While the Wheaties back-panels pieces in this collection should be familiar to collectors, we have never seen any of the retail posters, all of which are baseball related and striking in appearance. 1-5) Five 1938 Retail Advertising Posters. All of the posters, printed on thin paper stock, measure 16.5 x 21.5 inches, and display a single punched hole in each corner. All but one is date stamped 1938. The colorful design of each includes a blank space along the bottom for the retailer to write in the price of the cereal. One two-panel poster features an advertisement for a local radio show starring Diana Baldi at the top, while the bottom half pictures Joe DiMaggio in promotion of Wheaties. What makes this poster all the more unique is that it was specifically produced for display in an Italian neighborhood, as all of DiMaggio's printed endorsement is in Italian. Another poster pictures a large generic illustration of a baseball player at bat, surrounded by portrait images of twelve members of the Boston Bees, including Al Lopez and Deb Garms. The banner along the base reads "Taste Hit with 12 Bees." Two of the other posters feature generic images of ballplayers, with one promoting Boston Bees home games on April 22-29. The final poster details a redemption promotion of a baseball pencil in exchange for proof of purchase of two boxes of Wheaties. Each poster displays both a horizontal and vertical fold, tape and/or adhesive residue along each corner, and a few small creases and edge tears. In Very Good to Excellent condition overall. 2) Near-Complete Set of 1937 Wheaties Series 6 Back Panels (11/12). Each of these numbered panels, which were meant to be cut out from the back of Wheaties boxes, pictures a major league star offering advice on "How To Star In Baseball." The examples offered here represented the finished panels and all are printed on thick cardboard stock (6.25 x 8.25 inches). Eleven of the twelve cards in the set are present, including Joe DiMaggio, Lefty Grove, Bill Dickey, and Red Ruffing. Missing only #6 Carl Hubbell. Also included is a generic Wheaties back-panel design card. Each card displays two punched notebook holes along the left border. Aside from minor handling wear and the holes, the cards otherwise remain in Excellent to Mint condition. 3-5) Three 1938 Wheaties Series 10 Back-Panel Proofs. Each proof is printed on thin paper stock and is otherwise identical to the issued back panel. The Series 10 issue was comprised of sixteen panels. This group includes #7 Beau Bell, #9 Lefty Grove, and #14 Charley Gehringer. Each proof (8.25 x 6.25 inches) displays adhesive residue on the reverse and, to a much lesser degree, on the front borders. The Gehringer proof also displays a small tear. In Very Good condition overall. 6-12) Seven Magazine or Newspaper Advertising Proofs. All are printed on newspaper stock. Four of the smaller proofs (9 x 11 inches) feature a different player in endorsement of Wheates: Jimmie Foxx, Gus Suhr, Boots Poffenberger, and Tony Cuccinello. Two of the larger proofs (16 x 24 inches) feature multiplayer advertisements ( Detroit Tigers and St. Louis Browns, including Hank Greenberg; Yankees and Tigers, including Joe DiMaggio, Bill Dickey, and Hank Greenberg), while the other (3.75 x 18 inches) features Chet Morgan of the Tigers. Both the Tigers/Browns and Tony Cuccinello proofs are accompanied by their original artwork drafts, rendered in pencil on onionskin. The Foxx, Suhr, and Cuccinello proofs are in Excellent condition overall. The Poffenberger proof is in Good condition, with tears and staining along the right border. The three larger proofs and artworks are in Very Good condition, with folds and minor tears. Reserve $1,000. Estimate (open). SOLD FOR $1,680

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