This item has been shown 59 times.
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.