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    Lenticular Advertising Sign, ca. 1920

    Appraised Value:

    $3,000 - $5,000

    Appraised on: July 11, 2009

    Appraised in: Madison, Wisconsin

    Appraised by: Kathleen Guzman

    Category: Collectibles

    Episode Info: Tasty Treasures (#1520)
    Madison, Hour 1 (#1407)

    Originally Aired: February 15, 2010

    slideshow IMAGE: 1 of 2 Next 

    More Like This:

    Form: Advertisement
    Period / Style: 20th Century
    Value Range: $3,000 - $5,000

    Update 11.14.2011:

    We contacted appraiser Kathleen Guzman for an updated appraisal of this object in today's market.

    • Current Appraised Value: $3,000 - $5,000 (Unchanged)

    Guzman notes, "No change in price. The market for advertising collectibles has become softer and prices have generally declined, but this is still a strong example, and rare."

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    Appraisal Video: (1:40)


    Appraised By:

    Kathleen Guzman

    Heritage Auctions

    Appraisal Transcript:
    GUEST: A.M. Kimball & Son is a general store that was in my hometown growing up. It is no longer in business, but they had several buildings behind the general store that was used for many different things, like lumber and selling seeds. And they had an icehouse. And those buildings behind the general store were bought by my parents. And when they bought it, they were able to get all the contents, and this is where that sign came from.

    APPRAISER: Well, a general store back in the day, at the turn of the century, sold all kinds of things. And this is a wonderful advertising sign that advertises Wrigley's chewing gum and Wrigley's Juicy Fruit gum at the same time, as well as the Kimball store. These signs are called lenticulars. What's great about Wrigley's is it is a hundred-year-old company that sold baking powder. And in order to induce people to buy more baking powder, they gave away a free stick of gum. And guess what, a new business was made: Wrigley's chewing gum. I would date this probably about 1915, 1920. Now, advertising was fiercely competitive, even back in the turn of the century. And they tried to make advertising tin signs that were bigger and better and more beautiful, and it really draws you in. And this would be really appealing to an advertising collector. In a good advertising auction, this would bring between $3,000 and $5,000.

    GUEST: Wow, that's fantastic.

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