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Lot # 1445 (of 1743)   < Previous Lot | Next Lot >

Circa 1956 B. F. Goodrich Advertising Displays (2)

Starting Bid - $1,000, Sold For - $1,175

During the 1950s B. F. Goodrich launched a successful promotional campaign for its "P-F Canvas Shoes" by utilizing many of baseball's top stars in conjunction with an instructional television program hosted by Ted Williams. As part of that advertising campaign, B. F. Goodrich issued a number of retail store advertising displays promoting both its shoes and its television show, two of which are featured here. The first, a cardboard die-cut standup display, is widely regarded as one of the most attractive retail displays from the era, while the other, a retail banner issued as a companion piece to the cardboard display, is particularly rare and represents the first example we have ever seen. 1) B. F. Goodrich Die-Cut Display. The large cardboard display, with easel back, features portrait photos of ten of baseball's greatest players at the time: Ted Williams, Yogi Berra, Duke Snider, Pee Wee Reese, Al Kaline, Robin Roberts, Red Schoendienst, Nellie Fox, Ted Kluszewski, and Herb Score. The player portraits appear on individual illustrations of baseballs that surround a large television set displaying the words "Big League Stars On TV." The "B. F. Goodrich" name appears along the top portion of the display, which also reads "P-F Canvas Shoes Present." The lettering along the base promotes the fact that "P-F Canvas Shoes help you play your best longer!" The piece (approximately 23 x 27 inches), which has a single horizontal fold (as issued), displays a few small areas of light staining, particularly affecting the portrait image of Robin Roberts, as well as general edge wear and a small area of surface paper separation along the fold line on the Fox portrait. The original easel backing, which allows the piece to stand upright, remains intact. In Very Good condition overall. This is a very rare 1950s in-store advertising display. 2) B. F. Goodrich Display Banner. We've never seen this in-store advertising piece before. One half of this large paper banner features the same ten player portraits as featured on the die-cut display, while the other half features a photo of Ted Williams holding a pair of "P-F Canvas Shoes" The promotional headline, which spans both panels of the banner, reads "'Ted' Williams Introduces These Famous Big League Ball Players on TV." The text next to Williams' photo reads "See these great stars in action! ...Hear 'Ted' describe the perfect form that makes them famous...Watch them teach youngsters how to play." A space is then provided for the local merchant to write in the channel and time of the program. This banner was obviously once displayed in a store located in New Haven, Connecticut, as the both the channel "WNHC-TV New Haven" and time, "5:00 PM Tues..Thurs" are handwritten in blue ink. The extreme rarity of this banner is no doubt related to its size, unusual dimensions, and fragile construction. The banner (35 x 9.5 inches), which has a single vertical fold (as issued), displays both abrasions and a tear near the top of the fold (small paper loss) that has been repaired with a piece of clear tape. Minor creasing is evident throughout, as are tape remnants on the reverse resulting from its having once been hung on the wall. In Very Good condition overall. When folded, this piece fits neatly within the folded die-cut display, indicating that the two were almost certainly issued together and were meant to be displayed in conjunction with each other. This is very substantial and rare pair of corresponding advertising displays issued by B. F. Goodrich, each of which is also a magnificent stand-alone piece, from one of the most memorable player-endorsement baseball advertising campaigns of the 1950s. Total: 2 pieces (die-cut display and banner). Reserve $1,000. Estimate $2,500+.

SOLD FOR $1,175


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