1937 Lou Gehrig "Hi-Ya Huskies" Breakfast Cereal Advertising Pamphlet w/ Mailer For Sale


1937 Lou Gehrig


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1937 Lou Gehrig "Hi-Ya Huskies" Breakfast Cereal Advertising Pamphlet w/ Mailer:
$395

This is scare and unbelievably well-preserved piece of history. Couple the condition with the fact that this sale also includes the original mailer envelope, and you have a super rare collectible. Doubtful anyone will find another example in such a high-grade condition. Scanned front and back of everything so you can see the wonderful condition. Been on for 20 years and never seen this up for sale. Please let me know if you have any questions. Free shipping. Good luck. More detail below. COA included.

General Foods (later to become Post Cereal) introduced their tasty and nutritious Huskies in 1937 as a viable competitor to General Mills’ Wheaties. 3.5x6.25" folder has front cover w/photo of Lou Gehrig batting w/text "Look Inside For Your 40 Free Gifts." Back cover has photo of "The Iron Man Of Sport And President Of The Huskies Club" eating cereal. Opens to 10.5x12.5" w/printing on both sides. Athletes photos include - Yankees Tony Lazzeri and Jake Powell, Cardinals manager Frank Frisch, Giants Bill Terry, Cubs manager Charlie Grimm, football player Jay Berwanger, swimmer Helene Madison, golfer Jimmy Thomson. Premiums include - Huskies Club ring and pin, baseball uniform and equipment, Daisy water pistol, G-Men fingerprint set, Boy Scout ax/sheath.

Lou Gehrig, at the time, was pitchman for Wheaties, and all he had to do was forsake his expiring contract with General Mills and pose for pictures endorsing the tasty and nutritious Huskies. Thus, was consummated a pact between Gehrig and General Foods – a contractual marriage that was shortly unveiled that year. Probably by way of a cereal box invitation, young consumers were urged to prevail upon Huskies’ opportunity to win any among a whole panorama of cool stuff by mailing in box tops – of the tasty and nutritious Huskies.

Chicago’s young Martin Reiter seized such an opportunity and, forthwith, he received Lou Gehrig’s pamphlet in the mail. We know this because we’ve got the envelope (about EX) and the once-enclosed pamphlet (slight bends; presents NM). The literature is neatly compact folded into sixths (closing to 3-1/2” x 6-1/4”), and its cover projects a wonderful action shot of Lou. Martin was undoubtedly thrilled, upon opening the little publication that he’d just joined a club peopled with the likes of Jay Berwanger, Tony Lazzeri, Helene Madison, and other celebrities of sport … all he (Martin) had to do to maintain his standing with the “Huskies Club” was collect box tops from the tasty and nutritious Huskies breakfast cereal. Three box tops could be redeemed for a lucky rabbit’s foot, or 84 box tops could net him a first baseman’s mitt. Problem was, the fine print says that the Huskies Club gift promotion would expire on December 31, 1937. The gifts are no more, but the pamphlet and its original mailing envelope remain – nice portrait image of the Iron Horse on the back cover, too.


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