1938 R83A Gum, Inc. "Lone Ranger" Premiums Store Advertising Promo Sheets (3)

Sold For:

$420

Year:

1938

Auction:

2015 Spring

Lot #:

1352

Category:

Non-Sports Cards/Sheets/Card Artwork

Extremely rare collection of three advertising sheets, issued by Gum, Inc., in 1938, promoting the company's "Lone Ranger" premium cards (R83A). The front of each 8 x 10-inch paper flyer pictures a montage of all five premium cards offered, while the reverse provides complete instructions for boys and girls on how to obtain them (it involved buying a lot of "Lone Ranger" Bubble Gum!). As noted on the reverse, the premium cards depict scenes from Republic Pictures' The Lone Ranger , thus promoting the movie serial as well. While nearly all collectors are familiar with the actual premium cards, this promotional flyer is seldom encountered and is a perfect complement to any advanced R83A collection. In many ways, it represents a "sixth premium" to the set. The reason for its rarity today is obviously related to its purpose (it is an advertising piece) and limited distribution, as well as its extremely fragile nature. Printed on thin paper stock, few survived the rough handling they endured at the hands of young children as they ran from the candy store to show their parents exactly why they needed more money for "Lone Ranger" Bubble Gum. Parents too were probably quick to toss them in the trash as soon as their son's or daughter's interest shifted to the next "must have" premium. The offered advertising sheets were recently discovered by our consignor at a garage sale. (The entire find consisted of five examples, the other two of which were sold in REA's fall 2014 auction.) The three advertising sheets are in Excellent condition overall, displaying only very tiny touches of wear at the corners and no creases or heavy wrinkles. This is a very rare collection of three desirable advertising pieces relating to this popular series of premiums! Total: 3 promo sheets. Reserve $200. Estimate (open). SOLD FOR $420