Circa 1969 Mickey Mantle "I Want My Maypo" Advertising Display

Sold For:

$750

Year:

1969

Auction:

2019 Fall

Lot #:

2198

Category:

Post-1900 Baseball Memorabilia

Rarely seen advertising sign in which a crying Mickey Mantle tells the world "I want my Maypo." This is one of the scarcest of all Mantle advertising pieces and just the second example we have ever offered or seen. (As a point of reference, the first appeared as Lot 1452 in REA's Spring 2011 auction, where it realized $2,350). The offered piece also comes with the unique provenance of having been directly consigned by a gentleman who worked on the Maypo advertising project. The series of "I want my Maypo" advertisements, created during the late 1960s by legendary art director George Lois, was one of the most memorable promotional campaigns ever created. Employing many of the top athletes of the day, such as Mantle, Oscar Robertson, Wilt Chamberlain, Johnny Unitas, and Ray Nitschke, the advertisements (both on television and in print) featured the players crying at the table as they petulantly whined "I want my Maypo." The sight of not just grown men, but the country's top sports stars, carrying on like infants left an indelible image in the minds of consumers and quickly made Maypo the top selling hot cereal for youngsters. The sign (14 x 20 inches), which is printed on thick cardboard stock, has two pre-formed vertical slots at the bottom for its insertion into a larger base (it was intended to be a standup retail display). Interestingly, the reverse features a number of handwritten advertising notes that appear to pertain to a campaign for Patio Chief lawn furniture. Moderate corner wear is evident, including a small tear in the lower left corner. Light staining affects the bottom right corner area. It should be noted that the the main image area is free of any defects and all of aforementioned minor condition flaws can easily be matted out if the piece were to be framed. The substantial size/weight of this item requires that there will be an additional shipping charge for this lot. Reserve $500. Estimate (open).