Late 1930s Lou Gehrig Huskies Cereal Die-Cut Advertising Display - Possibly Unique!

Sold For:

$6,300

Year:

1938

Auction:

2022 Spring

Lot #:

2568

Category:

Post-1900 Baseball Memorabilia

Exceedingly rare, large-format die-cut store advertising display, with easel back, featuring Lou Gehrig in promotion of Huskies cereal. This is the first example of this magnificent advertising display that we have ever seen, and it might be the lone survivor. The full-color display features a large image of Gehrig in uniform with two adoring young fans. The text along the top of the display reads "You'll Sure Go For Huskies - Lou Gehrig N.Y. Yankees - The Iron Man of Baseball." It should be noted that this display appears to be missing the original Huskies cereal box, which likely was situated in the lower-right corner of the display. However, the loss of that box is minimal in terms of aesthetics, and it might be argued by some that the piece actually looks better without it, as the box might have obscured a portion of the image. It should also be noted that two different Huskies signs featuring Lou Gehrig were produced for display in grocery stores. The other, a scarcity in its own right, is designed with a black-and-white portrait image of Gehrig wearing his Yankees cap. (An example was offered as Lot 1089 in REA's Spring 2015 sale.) It is interesting to note that Gehrig was one of the first athletes recruited by General Mills to promote its Wheaties cereal, famously known as the "Breakfast of Champions." (Gehrig was the first athlete to appear on a Wheaties box, in 1934.) Shortly afterwards either because of taste or more money (we're guessing the latter), Gehrig switched his breakfast cereals allegiance and became the new spokesperson for Huskies. Gehrig appeared in numerous print advertisements for the breakfast cereal, where he is often identified as president of the Huskies Club (members of the club enjoyed free gifts). The offered retail display was the granddaddy of all Lou Gehrig Huskies promotional pieces, and it remains one of the most striking baseball advertising pieces from the era. This is a most extraordinary museum-caliber advertising display. The cardboard display, which measures 19.5 x 25.5 inches, appears to be all original with no restoration. We assume the easel backing is original to the piece and is still attached, but it has not been examined out of frame. The piece has moderate edge and surface wear, along with a large crease on Gehrig's neck (below his right ear) and minor stains near the text on the top. Very Good in its overall appearance and perfect for display. This is a remarkable Lou Gehrig advertising display piece, distinguished not only by its size and tremendous visual impact but by its extreme rarity as well. Mounted and framed to total dimensions of 24.75 x 30.75 inches. The size/weight of this item requires that there will be an additional shipping charge for this lot. Reserve $2,500.