We are happy to call you during the auction and place bids on your behalf. To arrange phone bidding, please call Swann's bid department during business hours.
(212) 254-4710 ext. 0
Mon - Fri 10AM - 6PM
Or, e-mail a list of lots with the sale number and your contact information to email@example.com. Be sure to include a phone number where we can reach you.
Bids may also be submitted via fax. Send a list of lots with the sale number and your contact information to (212) 979-1017. You will receive a confirmation before the sale.
Create an Account
A Swann account enables you to receive keyword alerts, subscribe to e-mails from our departments and bid on and track lots in our auctions.
Sale 2337 | Lot 223
Estimate: $30,000 - $40,000
Click Image To Enlarge
Sale 2337 Lot 223
DR. SEUSS [THEODOR GEISEL]. "All it needs is ... Holly Sugar." Gouache and collage advertisement on orange paper. 300x680 mm; 12x26 3/4 inches. Signed in ink, lower right. Title with a few tiny flakes lost within letters, else entirely free from flecking and very bright and clean. On exhibition mount. Circa 1950s.
Estimate $30,000 - 40,000
superb original advertisement likely for a billboard. A sly tableau depicting a somewhat skeptical-looking goat munching on some Seussian machine parts; the bag of sugar collage and the accompanying tagline suggesting a dubious palatability, even for a goat. Geisel executed several adverts for Holly Sugar over the course of several decades. He eventually cut ties with the company in the early 1950s after he publicly lobbied for a local billboard ban in his hometown of La Jolla, CA, due to the overwhelming number which he thought unsightly. (Morgan, Judith & Neil, Dr. Seuss & Mr. Geisel, pages 146-47.)