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Lot 223: DR. SEUSS [THEODOR GEISEL]. "All it needs is ... Holly Sugar."
January 23, 2014
New York, NY, USALive Auction
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.
Notes: 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.)