Dec 10, 2019 - Sale 2526

Sale 2526 - Lot 13

Price Realized: $ 15,000
?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 7,000 - $ 10,000
DR. SEUSS [THEODOR GEISEL].
"All it needs is...Holly Sugar."/"Crazy Chef with Pie." Advertisement for Holly Sugar, 1955. Gouache and collage on paper mounted to board. 306x687 mm; 12x27 inches, on 15x30-inch board. Signed "Dr. Seuss" in lower left image; date and Holly Sugar Corporation copyright in lower right image. Scattered craquelure and spotting; see condition report. Exhibited: "24th National Competition and Exhibit of Outdoor Advertising Art" (food products category), 1956, with their labels on verso; Mogge-Privett, Inc.
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Additional Details

superb original advertisement by seuss intended for a billboard and print ads for Holly Sugar. A sly tableau depicting a somewhat skeptical-looking Grinch-like character munching on blueberry pie; the bag of sugar collage and the accompanying tagline suggesting a dubious palatability. Geisel executed several adverts for Holly Sugar between 1954-56. 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.)