New York: Lion Match Company, 1930s-1940. Unbound. This collection contains ten “Feature Matchbooks.”
Two are large matchbooks that measure approximately 3½” x 4¼” closed and 3 ½” x 8” when opened. Four are standard-size matchbooks and measure about 2” x 2” inches closed and 2” x 4” opened. Four are mini-matchbooks and measure about 1½” x 2”
In the mid-1930s, the Lion Match Company began selling what it called “Feature Matchbooks.” These allowed companies not only to customize matchbook covers advertising their business, but also to use inside “flattened” matchsticks to promote their products and services as well. Although Lion produced the majority of these featured matchbooks, other companies followed suit. All but two to the matchbooks in the lot were made by Lion.
Included in this collection are
A “Merry Christmas” matchbook advertising the Exposition Fish Grotto at San Francisco’s Fisherman’s Warf featuring matchsticks that form a portrait of Santa Claus,
Another advertising Red Skelton’s sponsor, Raleigh 903 cigarettes, and his recently released movie, The Fuller Brush Man, that featured caricatures and a photo of Red as well as a matchstick illustration of a brush,
One advertising the Hawaiian Gardens in San Jose, the self-proclaimed “Show Palace of the West,” which offered unique performances by trained Bullfrogs. Its matchsticks proclaim the nightclub’s name between palm frond silhouettes.
And many more including matchsticks in the form of a Chianti bottle, a Mexican dancer and guitar player, a bouquet of roses, automobiles, etc.. Very good. Item #009970