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Lot # 1544 (of 1560)   < Previous Lot | Next Lot >

1937 Double-Play Bubble Gum Box with Poster and Store-Display Tray

Starting Bid - $400, Sold For - $1,528

Box of Double-Play Chewing Gum, issued by the Novelty Gum Company of Chicago, Illinois, containing ninety-six unopened sticks of gum (out of an original 100) plus original store-display tray and original store-window display poster. The store-display tray features an attached back panel that promotes the fact that customers could win various baseball pennants and either a "Genuine 1937 A. G. Spalding Baseball Uniform for Boys or A Beautiful Gymnasium Outfit For Girls." The panel also features a photo of a uniformed youngster in a pitching pose modeling the offered baseball suit and lets patrons know that details regarding the prizes can be found on the inside wrapper ("Your Inside Wrapper Tells The Story"). The colorful window poster (16.75 x 10 inches) is similar in design and text to the back panel, with the exception of the photo (featuring a fielding pose as opposed to a pitching pose). In order to properly document this issue we have opened one wrapper to learn the particulars of the uniform giveaway. The wrapper states "Boys and Girls - Save wrappers with letters. When you have the proper letters to spell out Y-O-U-A-R-E-T-H-E-W-I-N-N-E-R mail the wrappers by registered mail to the Novelty Gum Co..." This particular wrapper does not contain a letter, but instructs the owner to "Surrender this wrapper to dealer and receive free pennant." According to the instructions to the retailer printed on the box top, each complete retail box contained 100 sticks of gum. Eighty of the wrappers featured a letter on the inside, while the remaining twenty featured the prize of a baseball pennant, which would be handed to the winners directly by the retailer in exchange for the lucky prize-winning wrappers. The box (10.5 x 3.25 x 1.75 inches) looks exactly as it did when originally issued. Aside from a tiny crease along the back-panel display and a separation along a corner seam of the tray, all of the interior components are in Near Mint condition. All of the unopened sticks of gum are in essentially Mint condition, looking exactly as they did when issued. Reserve $400. Estimate (open). SOLD FOR $1,528


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