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Lot # 1484 (of 1594)   < Previous Lot | Next Lot >

1902-1948 National Biscuit Company Product Advertisement Collection (24)

Starting Bid - $1,000.00, Sold For - $1,292.50

This diverse collection of twenty-two National Biscuit Company advertising pieces is comprised of magazine inserts, in-store displays, wrapper proofs, office displays, and even a few advertising pieces issued by bakeries that later become part of the N.B.C. corporate family. The vast majority of the displays date to the early 1900s, while the latest piece in the collection was issued in 1948, in celebration of the company's 50th anniversary. All of these pieces originate from the company's archives and, as such, remain in near-pristine condition (with the exception of two, as noted below). This is truly a unique and rare assortment of turn-of-the-century advertising displays relating to one of the most well known brand names in the history of marketing and American business. INSERTS: N.B.C. was one of the first companies to place color advertising in magazines. They did so by producing full-color lithographs, printed on cardboard sheets, which were then inserted into prominent national magazines such as Scribner's . Technically these are referred to as "inserts" and they were, literally, tipped or inserted in the magazine. Offered here are twelve such magazine inserts, each measuring approximately 6.5 x 9 inches. Six of the inserts feature the company's famous trademark image, "The Uneeda Boy." The remainder, which advertise for a number of different products, is highlighted by a colorful image of "Uncle Sam" holding an assortment of the company's best-selling cookies and crackers. Each insert has been matted and framed to approximate dimensions of 10.5 x 14 inches. IN-STORE DISPLAYS: Four advertising displays, highlighted by a 1918 die-cut holiday display piece (approximately 25 x 17 inches) featuring an image of Santa Clause holding a group of N.B.C. products. It is interesting to note that one of the items Santa is holding is a box of Animal Crackers. When the company first introduced Animal Crackers they were a seasonal treat and the reason the box came with a string is that it was intended for use as a Christmas tree decoration. Mounted and framed to total dimensions of 30 x 21.5 inches. The other three in-store advertisements included here are a circa 1910 "Uneeda Boy" display (20.5 x 16 inches) in the form of a "blackboard" upon which the grocer could write in his specials (heavy restoration to a number of large tears along the base), a circa 1935 NRA/N.B.C. banner (15.5 x 6.5 inches) and a 1948 50th Anniversary display poster (23.5 x 18.5 inches). Each piece has been framed to slightly larger dimensions. WRAPPER PROOFS: Two circa 1910 wrapper proofs for Home Made Ginger Wafers (10 x 9.5 inches) and Ginger Snaps (10.25 x 7 inches), each matted and framed to approximate total dimensions of 15 x 12 inches. OFFICE DISPLAYS: Two pieces created for display in the NBC offices. The first is an illustration of the company's hundreds of plants laid out in the design of a large metropolis (19 x 11.5 inches). Matted and framed to total dimensions of 25 x 18 inches. The second piece features the cover of a circa 1915 company publication matted and framed together with a page from the publication featuring an open letter to the employees from owner A. W. Green. This special publication commemorated the magnanimous Christmas gift of a five-dollar gold piece bestowed upon each and every employee of the company, nationwide, that year. The cover features the "Uneeda Boy" and is titled "The N. B. C. Gold Presentation." The open letter to his employees was written in response to the overwhelming number of thank-you letters he received for the gift. Included with the framed display (21 x 15 inches) is an incomplete copy of the publication from which the two displayed items originate. BAKERY ADVERTISING PIECES: Four advertising displays issued by baking companies that were later purchased by N.B.C. Two were issued circa 1898 by the Young & Larrabee company and promote their "London Cream Biscuit." Each display (8.5 x 11 inches) also features an illustration of a different U.S. battleship. The third piece is a circa 1903 advertisement (6.25 x 9.5 inches) by The Natural Food Company of Niagara Falls, in which it touts Triscuit biscuit, "Baked by Electricity." The final piece (9 x 5 inches) was issued by the F. L. Sommer and Co. Steam Bakery, circa 1895, and pictures its factory (minor restoration to a few small tears). All four pieces have been matted and framed to approximate total dimensions of 12 x 15 inches. Please note: due to the size and/or number of framed items in this collection, the shipping charges for this lot (depending on where it is sent and method of shipping) may be substantial. Total: 22 framed display pieces. Reserve $1,000. Estimate (open). SOLD FOR $1,292.50


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