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Sale 2526 Lot 13
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.
Estimate $7,000 - 10,000
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 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.)