Rare 1951 "Bread for Energy" Bread Label Store Advertising Display

Sold For: $1,528

Auction Year: 2010 spring

Lot: 597

Item Year: 1951

Category: Postwar Baseball Cards (1948-present)

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As if the bread labels featuring baseball players issued in the early 1950s weren't rare enough, the rarest item relating to the "Bread for Energy" labels is actually the store advertising display. How many of these have survived can probably be counted on one hand. There probably weren't many made and distributed to stores even in 1951. This cardboard retail display sign includes what is essentially an uncut sheet of twenty (of the thirty-two different players in the set) "Bread for Energy" labels, mounted as part of the design of the cardboard sign. The headline reads "Hey Kids - Your Favorite Baseball Star on every loaf of...NBC Bread." One colorful bread label appeared on the end of each National Baking Company bread loaf as a packaging seal. The stars appearing on this display are Red Schoendienst, Johnny Sain, Ted Kluszewski, Chico Carrasquel, Roy Sievers, Gil Hodges, Ralph Branca, Alex Kellner, Jim Konstanty, Johnny Mize, Hoot Evers, Gus Zernial, Ralph Branca, Roy Smalley, Herman Wehmeier, Larry Jansen, Cass Michaels, Gus Zernial, Cliff Chambers, and Bob Lemon. The cardboard sign (13.75 x 21.75 inches) has undergone minor professional restoration consisting of tape removal and repair to three small border tears. The largest of the tears was located in the lower right corner and was originally repaired with tape on both the front and reverse. A tear along the top border was originally repaired with tape on the reverse, while the third tear, in the lower left corner, was originally repaired with tape on the front. Additionally, two small strips of clear tape were affixed to both the left and right front borders (not in repair of tears). During the restoration process, all of the tape, front and back, was removed and the three tears were neatly repaired. The piece was NOT cleaned, nor was any other work done to it. The display has a few minor condition faults, including some natural fading to the red colors. The restoration work aside, the piece is in Very Good to Excellent condition overall and displays exceptionally well. We have provided images of the piece prior to the restoration (front and back) on our website so collectors can see exactly what was done to it. Ideal for display, this is a tremendous advertising item relating to this rare regional bread-label set, and is also truly the equivalent of an uncut sheet of these rare bread labels. Disclosure per section 13 of REA's terms and conditions: This lot has been consigned from the personal collection of an executive or employee of Robert Edward Auctions (or a relative of an executive or employee). Reserve $1,000. Estimate (open). SOLD FOR $1,528


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